I’m not a fan of flash sales. If a company discounts its product or otherwise adds value to a purchase, then it should allow sufficient time for the offer to be widely communicated, thoughtfully considered, and calmly acted on. “Snooze you lose” has always struck me as disrespectful and a bit nasty.

Notwithstanding my grumbling, and other travelers’, flash sales have become a fact of travel life, a marketing tool increasingly deployed to temporarily punch up sales. And some of the sales are too rich to be ignored.

Case in point: JetBlue’s newly announced, and soon to expire, award sale.

Offer Details

Through August 4 (11:59 p.m. local time), TrueBlue members can book JetBlue award flights for 25 percent fewer points, for travel between September 7 and November 16, Mondays through Thursdays, and Saturdays. Blackout dates: October 6 – 16.

Deal or No Deal

A 25 percent discount… aside from the limited time to book, what’s not to like?

Reader Reality Check

How do you feel about flash sales?

After 20 years working in the travel industry, and almost that long writing about it, Tim Winship knows a thing or two about travel. Follow him on Twitter @twinship.

This article first appeared on SmarterTravel.com, where Tim is Editor-at-Large.