For easier math let's say your business is in GMT tz. People in the Line Islands (Pacific/Kiritimati) will have access to the sale 14 hours before yourself. Then the sale-time occurs in GMT, 24 hours pass, and the sale ends in GMT. But people in American Somoa (Pacific/Midway) will still have the sale active for 11 hours. (Technically someone using satellite internet in the open ocean east of Samoa has 12 hours, but the UTC+12 timezone is completely uninhabited).
Such a sale is kind of a farfetched example, but I've encountered this issue when trying to do analytics reports looking at user data that happens on specific global holidays.