When considering each phase of the customer journey, online retailers must make decisions about using promotional-pricing strategies. The purpose of this paper is to help marketers decide how to make deals more attractive to consumers. We provide evidence from three online studies that consumers with depleted self-control are less likely to choose deals than consumers whose self-control is not depleted. We hypothesize that this effect occurs because consumers with depleted self-control are less able to process the additional information typically associated with deals. When choosing deals, consumers must determine which deal is best, and what to do to get it.