One of the worst things you can do as a business owner is worry about what the others are doing and follow their lead.
Go through your pricing structure and check to see if you've got it right with respect to the needs of
your business and what
you want to do.
Then, rather than discount, consider value adding.
For example, when I do a full tan, my client has the option of having a bodywear oil spray applied or a small goody bag with a small bottle of post care oil and some samples. These add ons cost me about a pound but the PERCEPTION of value to the client is ten times that.
I also make up packages that feature tanning. For example, I offer a package where my clients get a wax with a tan or nails or facial thrown in. Yes, the price is adjusted to accommodate the extras but most don't notice it. They're focussed on what they can get in a certain amount of time with the least hassle.
I also value add to get rid clients I don't want like the pests that come in to get just their arms or décolletage done. An 'upgrade' to a leg spray earns them points towards a full spray which edges them closer to a full spray. Most end up opting for the full spray = more moolah pour moi.
You don't have to work harder to think smarter.