Define the price measure

Calculate average selling price from a consistent sales-value basis divided by comparable units. State whether discounts, returns and taxes are included. Keep bundled offers visible: a bundle can change the effective price of a card without changing the headline price shown in marketing.

Explain the movement

Separate changes caused by pricing decisions from those caused by channel or customer mix. More enterprise orders may lower the average while improving acquisition efficiency; deeper discounts may lower it without producing healthier economics. The average needs a short operational explanation.

Connect price to contribution

Compare selling price with the costs and channel allocations associated with those sales. A lower average is not automatically harmful, and a higher average is not automatically valuable. The relevant question is whether the change improves retained contribution, customer quality or a clearly defined strategic objective. Review average order value alongside average unit price when customers buy multiple cards. A larger order can increase the value of the customer transaction even while a volume discount reduces the price per unit; those effects should not be confused.

Imagine this

Illustrative operating example

A hypothetical month has 100 cards at $400 and 100 at $300: $70,000 across 200 cards, or $350 average selling price. Reporting only the $400 list price would overstate the realised value of that mix.

Make it practical.

Use this checklist as you read. Checks are not stored.

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