Yes.
- Offer discounts to anyone that asks.
- Offer discounts for sales, like summer, spring, christmas, black friday, etc.
- Offer discounts to less well-off groups like students and the retired.
Advertise the discounts far and wide, such as on social, email and on the site via a site-wide banner.
Advertise standing discount (e.g. students) on the sales page.
Some people are trained to only purchase with a discount code.
Offer a discount.