I would also look at the brands' sites which are navigating this well—- See Starbucks, Walmart, and Nike as a few examples. Note how they are communicating and model that behavior.Discounting is a short-term strategy that will eventually erode your business and your brand value. I think it's much smarter to focus on products that make sense for the moment and leave them at full-price with compelling messaging.
This was trial and error for me, and I document this journey in two Forbes articles below. I am very honest about my journey, which includes lots of failure.