In an example embodiment, a method of validating an electronic incentive provided to users is provided. An electronic incentive can be distributed to a first user. The electronic incentive provides a first discount amount for an item or service. A first indication that the electronic incentive has been redeemed at a merchant point of sale terminal can later be received. Validation may then occur to ensure that the electronic incentive referred to in the first indication is the electronic incentive distributed to the first user. Then, the first discount amount can be dynamically altered into a second discount amount different than the first discount amount, so that a redemption of the electronic incentive by the first user provides a discount equal to the second discount amount.
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