Blog: Why Black Friday Buyers Behave Differently

Andy Gilhooley
Revealed on: 19 September 2025

Black Friday and Cyber Monday herald a wave of consumers who typically don’t store with you the remainder of the yr. These prospects have particular objectives and habits – present hunters or deal seekers.

In the event you deal with them like your typical repeat consumers, you threat lacking the mark. As a substitute, use a tailor-made method to maintain them engaged with out overwhelming them.

Phase Your BFCM Prospects for Higher Focusing on

When new prospects place an order throughout BFCM, hold them in a separate section. Embody particulars like buy sort and origin (social, e-mail, search engine optimization) to tell your follow-up technique.

Not all vacation buyers behave the identical. For instance, a grandparent shopping for a present isn’t searching for your newest recreation launch updates.

Recognising if somebody outlets for themselves or others helps you ship the fitting post-campaign follow-up – like present concepts or birthday reminders, moderately than irrelevant product pitches.

Automate Tailor-made Messages That Add Worth

Use automated workflows designed only for BFCM prospects:

Heat Welcome for Seasonal Consumers

Ship a post-purchase thank-you message that stands out out of your typical welcome collection. Observe it with helpful ideas like present wrapping methods, or bundle how-tos, then encourage a repeat buy with a time-limited {discount}.

Tailor Based mostly on Purchaser Intent

Present-givers? Ask for suggestions: “Did your grandson love the present card? Listed below are present concepts for subsequent time.” Self-shoppers? Counsel complementary merchandise – like gloves with a coat buy.

Re-Have interaction After the Holidays

Some don’t return right away. Segmentation based mostly on automated engagement helps you determine who’s dormant. A mild nudge a couple of months later, similar to a brand new supply or instance of how others use their buy, may help you win them again with out being pushy.

Time Your Messages Thoughtfully

Timing is important in post-Black-Friday communication. If a product has a pure follow-up cycle, say a one-year mark, keep away from sending that reminder throughout subsequent yr’s peak. As a substitute, ship it earlier for higher visibility.

For purchasers who haven’t made a repeat buy after six months, take into account a re-engagement e-mail, similar to “We miss you – right here’s 10 % off your subsequent order.”

Simply be conscious to not erode your margins chasing discount-only consumers.

Study From Their Behaviour to Enhance Technique

Monitor how new Black Friday prospects reply post-purchase. Do they arrive again? What do they purchase?

If sure channels entice one-time consumers solely, rethink your funds. But when some promotions create loyalty, make investments extra in these ways for subsequent yr.

Shield Your Sender Popularity by Avoiding Over-Messaging

Not each BFCM buyer turns into a daily, and that’s okay. Keep away from bombarding them with irrelevant emails.

Preserve them in their very own section and take away unengaged contacts out of your normal sends – particularly outdoors the vacation season – to protect your deliverability and sender status.

Why a Considerate Method Wins

Black Friday buyers are a giant alternative however provided that you deal with them neatly.

Phase them clearly, personalise your communication, be taught from their actions, and you’ll flip seasonal purchases into model loyalty.

At minimal, they’ll depart with a optimistic model expertise and that’s a win both manner.

Black Friday Advertising Hub

No must stress about your Black Friday marketing campaign. We have now a whole toolkit prepared for you with all the assistance you will want. Stress much less. Promote extra. Begin with you Black Friday marketing campaign now!