Blog: How to Retain Black Friday Buyers

Andy Gilhooley
Printed on: 25 September 2025

Black Friday and Cyber Monday carry a flurry of recent clients however many are cut price hunters or present seekers who may not stick round.

Right here’s nurture this group in the course of the festive interval to show first-time patrons into repeat clients.

Bridging Black Friday & Christmas

These buyers are already in a festive mindset, making Christmas campaigns the proper follow-up.

Making a focused sequence that runs individually out of your traditional communications helps you keep related to each seasonal and common buyers.

Step 1: Launch a devoted christmas move

Use automation tailor-made to new BFCM patrons to maintain them engaged:

• Welcome to Christmas
  Ship a pleasant post-Black Friday message like, “Thanks for procuring with us! Nonetheless looking for items? Listed below are prime picks.”
• Personalised Suggestions
  Use buy knowledge to counsel related items – board video games immediate extra family-friendly concepts, youngsters’ orders set off toy ideas.
• Reward Guides & Final-Minute Picks
  Mid-December, provide curated content material equivalent to “Prime Items for Everybody” or “Final-Minute Presents That Ship Quick”.
• Supply Deadlines
  Remind clients of delivery cut-offs to create urgency and immediate motion.

Step 2: Run this marketing campaign individually from enterprise as traditional flows

To keep away from overwhelming or sending irrelevant content material to new acquired BFCM buyers, run this Christmas marketing campaign by itself automation workflow.

Right here’s make it distinct: 

Distinctive segments

• BFCM clients solely: Hold this group separate out of your commonplace mailing checklist.
• Exclusion lists: Guarantee common clients aren’t unintentionally added to this marketing campaign in the event that they’ve already acquired related Christmas content material.

 Modify e-mail frequency

Whereas your common viewers would possibly obtain BAU marketing campaign emails, maintain the frequency decrease for BFCM clients to forestall fatigue.

You want time to study their behaviour. Restrict it to 2–3 Christmas-themed emails in December.

Step 3: Use seasonal momentum to gasoline engagement

These new buyers are already heat and receptive. Use their post-BFCM mindset to proceed partaking them by means of festive content material, particular promotions, or loyalty incentives.

Unique BFCM perks

Reward these clients with entry to prolonged reductions or limited-edition objects. Place it as a thank-you for selecting your model throughout BFCM.

As these new clients are greater than more likely to be voucher or low cost pushed, this can assist you convert that second buy. 

Reward wrapping and personalisation

Promote any extras like gift-wrapping providers or personalisation choices for objects purchased as items. For instance: “Make it particular with our free gift-wrapping service”.

Festive content material

For those who run a extra way of life/content material primarily based model then share partaking content material like recipes, adorning suggestions, or vacation playlists to maintain your emails related and pleasant.

Step 4: Retention programmes – your subsequent play

Vacation buys are sometimes one-offs. Flip them into loyal clients with:

Thanks e-mail

Ship a heat message on Boxing Day or within the week after Christmas: “Thanks for making us a part of your vacation season. We hope your items introduced pleasure!”

New Yr gives

Roll into January with unique gives or promotions to generate that second or third buy out of your new BFCM clients.

Step 5: Improve post-purchase communication

Use the post-purchase window to go away an excellent impression:

• Ship order updates, supply monitoring, or fast wins by way of e-mail or SMS.
• Add worth with small surprises reductions, samples, or handwritten notes to construct emotional bonds.

Step 6: Construct belief with customer support & clear insurance policies

Guarantee your customer support is clear and responsive. Talk proactively about returns, supply points, or delays particularly throughout “Returns Thursday” following Black Friday.

Step 7: Hold buyers engaged by way of social channels

Invite buyers to affix your social media communities:

• Encourage following your model on social platforms by means of post-purchase emails.
• Spotlight user-generated content material or festive tales to maintain your model top-of-mind.

Step 8: Study for the longer term

As with BFCM, monitor your Christmas marketing campaign’s efficiency to refine subsequent 12 months’s technique.

Key metrics to observe embody:

• Open and click-through charges: Are clients partaking with festive emails?
• Conversion charges: Which emails led to purchases?
• Segmented insights: Did present patrons behave otherwise from self-shoppers?

These insights will assist you fine-tune not solely your Christmas marketing campaign but additionally the bridge between BFCM and future seasonal methods.

Why it really works

By treating BFCM patrons as a definite phase and guiding them with festive, purposeful content material, you construct a bridge from peak procuring to buyer retention.

Considerate timing, automation and loyalty-first pondering flip seasonal buyers into followers who stick round.

The consequence? A extra private, impactful technique to drive festive gross sales and create a bigger phase of returning clients as a substitute of one-off Black Friday patrons.

Black Friday Advertising and marketing Hub

No must stress about your Black Friday marketing campaign. We’ve got an entire toolkit prepared for you with all the assistance you will want. Stress much less. Promote extra. Begin with you Black Friday marketing campaign now!