Every day more companies make use of the digital channel to expand the reach of their products and take advantage of the multiple benefits of an e-commerce. To make better use of this, they use different marketing tools to promote the sale of their products, one of these tools is promotional discounts. At present, discount events have been created that are being used by many companies around the world, Black Friday and CyberMonday are the most recognized. Colombia has implemented these events and promoted others that have helped the development of the economy in the digital channel, however, there is still not enough information to make better use of this type of event. For this reason, an instrument was built that measures the motivations and attitudes of consumers of online discount events in Colombia, under four measurement variables: Utility, Advertising Confidence, Motivation and Level of interest in consumer categories. The instrument was validated through a qualitative content review method by experts, and two quantitative methods: description of results and selection of item through item correlation. From this validation the instrument has 35 of 45 initial items.