Main Page | See live article | Alphabetical index In marketing, a loss leader is a good that is sold below cost to draw customers into a store where they are likely to buy other goods. For typical customers, the profit on these other goods make up the loss from the loss leader. An example would be a supermarket selling sugar or milk at less than cost to draw customers to that particular supermarket chain. A loss leader is typically placed at the back of a supermarket or store, so that purchasers must walk past ranks of other displayed goods. This article is from Wikipedia. All text is available under the terms of the GNU Free Documentation License.