The purpose of the article is to analyze the features and identify possible ways to use sales incentives in enterprises in the service sector. Methodology of research. The solution of the tasks posed in the article is implemented using the appropriate general scientific and special research methods: analysis and synthesis, systematization and generalization, a logical approach. Findings. The service sector, which covers various sectors of the economy in today's post-industrial environment, plays a leading role in meeting the needs of society, as consumer needs are constantly growing and their diversity is expanding. At the same time, the number of enterprises operating in the service sector is increasing on the market, as a result of which competition is intensifying among them. Therefore, there is a need to intensify marketing activities, in particular, more widely and effectively use the means of sales promotion. Stimulating the sale of institutions operating in the service sector is a system of measures aimed at forming, maintaining and increasing the demand of existing and potential customers, accelerating and intensifying the process of implementing services. The analysis of theoretical and practical developments in theoretical, methodological and applied aspects of the field of sales promotion. Revealed its essential content, the reasons for the need to use measures to stimulate sales, their advantages and disadvantages. The main means of stimulating sales and means of stimulating sales for consumer loyalty programs, which are advisable to use in the service sector, are proposed. The ways of using the means of sales promotion have been determined. Practical value. The main results of scientific research, given in the article, their practical justification are recommendatory focused on enterprises in the service sector. The use of the above means of sales promotion will help companies working in the field of services to influence the behavior of their customers. Keywords: service sector, service marketing, marketing communications, sales promotion, service sector enterprises, service sector client, loyalty programs. REFERENCES 1. Balabanova, L. V. & Krutushkina, O. V. (2012). Strateghichne upravlinnja marketynghovymy komunikacijamy [Strategic management of marketing communications]. Donecjk : DonNUET [in Ukrainian]. 2. Bekvit, G. (2005). Prodavaya nezrimoe: Rukovodstvo po sovremennomu marketingu uslug [Selling the Invisible: A Guide to Modern Service Marketing]. Moscow : Alpina Biznes Buks [in Russian]. 3. Bernet, Dzh. & Moriarti, S. (2001). Marketingovye kommunikatsii: integrirovannyy podkhod [Marketing communications: an integrated approach]. St. Petersburg : Piter [in Russian]. 4. Bozhkova, V. V. & Meljnyk, Ju. M. (2009). Reklama ta stymuljuvannja zbutu [Advertising and sales promotion]. Kyiv: Centr uchbovoji literatury [in Ukrainian]. 5. Braun, K. (2003). Prakticheskoe posobie po stimulirovaniyu sbyta [A Practical Guide to Sales Promotion]. Moscow : Konsaltingovaya gruppa “Imdzh-kontakt” [in Russian]. 6. Gholms, Ch. (2019). Idealjna mashyna prodazhiv [The perfect sales machine]. Kyiv: Vyd-vo “Fabula” [in Ukrainian]. 7. Deyan, A., Troadek, A. & Troadek, L. (2003). Stimulirovanie sbyta [Sales promotion]. Moscow : OLMA-PRYeSS Invest [in Russian]. 8. Kammins, Dzh. & Mallin, R. (2013). Stimulirovanie prodazh. Rasprodazhi, podarki, skidki, kupony i drugie instrumenty povysheniya sprosa [Sales promotion. Sales, gifts, discounts, coupons and other tools to increase demand]. Moscow : Mann, Ivanov i Ferber [in Russian]. 9. Karpenko, N. V. & Jalovegha, N. I. (2012). Kompleks marketynghovykh komunikacij u strateghichnomu upravlinni marketynghovoju dijaljnistju pidpryjemstva [Complex of marketing communications in strategic management of marketing activity of the enterprise]. Poltava : PUET [in Ukrainian]. 10. Koflan, E. T., Shtern, L. V. & Elj-Ansari, A. I. (2002). Marketynghovi kanaly [Marketing channels]. Moscow: Vydavnyctvo “ViljjamsV” [in Russian]. 11. Kotler, F., Armstrong, G., Sonders, Dzh. & Vong V. (2020). Osnovy marketinga [Fundamentals of marketing]. Moscow : Vydavnyctvo “Viljjams” [in Russian]. 12. Kurovets, I. (2008). Programmy loyalnosti ili syr v myshelovke [Loyalty programs or cheese in a mousetrap]. Restorator. Ukraina – Restaurateur. Ukraine, 5, 64–68 [in Russian]. 13. Pavlenko, A. F., Vojchak, A. V. & Prymak, T. O. (2005). Marketynghovi komunikaciji: suchasna teorija i praktyka [Marketing communications: modern theory and practice]. Kyiv : KNEU [in Ukrainian]. 14. Perebyjnis, V. I. & Trajno, V. M. (2015). Marketynghove upravlinnja spozhyvachamy poslugh [Marketing management of service consumers]. Poltava : PUET [in Ukrainian]. 15. Prymak, T. O. (2001). Marketynghovi komunikaciji v systemi upravlinnja pidpryjemstvom [Marketing communications in the enterprise management system]. Kyiv : Ekspert [in Ukrainian]. 16. Traut, Dzh. & Rajs, El. (2019). Marketynghovi vijny [Marketing wars]. Kyiv : Vyd-vo “Fabula” [in Ukrainian]. Published: 2021-05-27