if you owned a business, your number one concern would be the amount of money flowing in because without money, there is no company.
if you kept track of customer purchases, you would want to encourage sales when you notice that there's less customers making purchases on average.
how can you cause a surge of purchases at a relatively low cost?
discounts/sales
as a customer, if you saw that company X was announcing a discount soon on this date, what would be most likely happen?
purchases would drop significantly until that date in which you'd see a huge spike of purchases.
why take an unneccessary action like announcing a discount and minimizing your maximmum amount of purchases when you can announce it out of nowhere and make it seem like a surprise and special. if people are willing to wait seasons for the next summer sale on steam, then it's not unreasonable to assume that people are willing to wait a few weeks for an announced sale.
tldr - please stop asking for sales.