{"id":207706,"date":"2025-09-25T17:02:03","date_gmt":"2025-09-25T15:02:03","guid":{"rendered":"https:\/\/spotler.com\/blog\/secrets-to-retaining-black-friday-buyers"},"modified":"2026-01-28T12:09:05","modified_gmt":"2026-01-28T11:09:05","slug":"secrets-to-retaining-black-friday-buyers","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-au\/blog\/secrets-to-retaining-black-friday-buyers","title":{"rendered":"The secrets to retaining Black Friday buyers this festive season"},"content":{"rendered":"

Black Friday and Cyber Monday bring a flurry of new customers but many are bargain hunters or gift seekers who might not stick around.<\/strong><\/p>\n

Here\u2019s how to nurture this group during the festive period to turn first-time buyers into repeat customers.<\/strong><\/p>\n

<\/div>\n

Bridging Black Friday & Christmas<\/h2>\n

These shoppers are already in a festive mindset, making Christmas campaigns the perfect follow-up.<\/p>\n

Creating a targeted sequence that runs separately from your usual communications helps you stay relevant to both seasonal and regular shoppers.<\/p>\n

<\/div>\n
\"\"<\/figure>\n

Step 1: Launch a dedicated christmas flow<\/h2>\n

Use automation tailored to new BFCM buyers to keep them engaged:<\/p>\n

    \n
  • Welcome to Christmas<\/strong>
    Send a friendly post-Black Friday message like, \u201cThanks for shopping with us! Still searching for gifts? Here are top picks.\u201d<\/li>\n
  • Personalised Recommendations<\/strong>
    Use purchase data to suggest relevant gifts – board games prompt more family-friendly ideas, kids\u2019 orders trigger toy suggestions.<\/li>\n
  • Gift Guides & Last-Minute Picks<\/strong>
    Mid-December, offer curated content such as “Top Gifts for Everyone” or “Last-Minute Presents That Ship Fast”.<\/li>\n
  • Delivery Deadlines<\/strong>
    Remind customers of shipping cut-offs to create urgency and prompt action.<\/li>\n<\/ul>\n
    <\/div>\n

    Step 2: Run this campaign separately from business as usual<\/em> flows<\/h2>\n

    To avoid overwhelming or sending irrelevant content to new acquired BFCM shoppers, run this Christmas campaign on its own automation workflow.<\/p>\n

    Here\u2019s how to make it distinct: <\/p>\n

    Unique segments<\/h4>\n
      \n
    • BFCM customers only:<\/strong> Keep this group separate from your standard mailing list.<\/li>\n
    • Exclusion lists:<\/strong> Ensure regular customers aren\u2019t accidentally added to this campaign if they\u2019ve already received similar Christmas content.<\/li>\n<\/ul>\n

       Adjust email frequency<\/h4>\n

      While your regular audience might receive BAU campaign emails, keep the frequency lower for BFCM customers to prevent fatigue.<\/p>\n

      You need time to learn their behaviour. Limit it to 2\u20133 Christmas-themed emails in December.<\/p>\n

      <\/div>\n
      \"\"<\/figure>\n

      Step 3: Use seasonal momentum to fuel engagement<\/h2>\n

      These new shoppers are already warm and receptive. Use their post-BFCM mindset to continue engaging them through festive content, special promotions, or loyalty incentives.<\/p>\n

      Exclusive BFCM perks<\/h4>\n

      Reward these customers with access to extended discounts or limited-edition items. Position it as a thank-you for choosing your brand during BFCM.<\/p>\n

      As these new customers are more than likely to be voucher or discount driven, this will help you convert that second purchase. <\/p>\n

      Gift wrapping and personalisation<\/h4>\n

      Promote any extras like gift-wrapping services or personalisation options for items bought as gifts. For example: \u201cMake it special with our free gift-wrapping service\u201d.<\/p>\n

      Festive content<\/h4>\n

      If you run a more lifestyle\/content based brand then share engaging content like recipes, decorating tips, or holiday playlists to keep your emails relevant and enjoyable.<\/p>\n

      <\/div>\n

      Step 4: Retention programmes – your next play<\/h2>\n

      Holiday buys are often one-offs. Turn them into loyal customers with:<\/p>\n

      Thank you email<\/h4>\n

      Send a warm message on Boxing Day or in the week after Christmas: \u201cThank you for making us part of your holiday season. We hope your gifts brought joy!\u201d<\/p>\n

      New Year offers<\/h4>\n

      Roll into January with exclusive offers or promotions to generate that second or third purchase from your new BFCM customers.<\/p>\n

      <\/div>\n

      Step 5: Enhance post-purchase communication<\/h2>\n

      Use the post-purchase window to leave a great impression:<\/p>\n

        \n
      • Send order updates, delivery tracking, or quick wins via email or SMS.<\/li>\n
      • Add value with small surprises discounts, samples, or handwritten notes to build emotional bonds.<\/li>\n<\/ul>\n
        <\/div>\n

        Step 6: Build trust with customer service & clear policies<\/h2>\n

        Ensure your customer service is transparent and responsive. Communicate proactively about returns, delivery issues, or delays especially during “Returns Thursday” following Black Friday.<\/p>\n

        <\/div>\n
        \"\"<\/figure>\n

        Step 7: Keep shoppers engaged via social channels<\/h2>\n

        Invite shoppers to join your social media communities:<\/p>\n

          \n
        • Encourage following your brand on social platforms through post-purchase emails.<\/li>\n
        • Highlight user-generated content or festive stories to keep your brand top-of-mind.<\/li>\n<\/ul>\n
          <\/div>\n

          Step 8: Learn for the future<\/h2>\n

          As with BFCM, track your Christmas campaign\u2019s performance to refine next year\u2019s strategy.<\/p>\n

          Key metrics to monitor include:<\/p>\n

            \n
          • Open and click-through rates:<\/strong> Are customers engaging with festive emails?<\/li>\n
          • Conversion rates:<\/strong> Which emails led to purchases?<\/li>\n
          • Segmented insights:<\/strong> Did gift buyers behave differently from self-shoppers?<\/li>\n<\/ul>\n

            These insights will help you fine-tune not only your Christmas campaign but also the bridge between BFCM and future seasonal strategies.<\/p>\n

            <\/div>\n

            Why it works<\/h2>\n

            By treating BFCM buyers as a distinct segment and guiding them with festive, purposeful content, you build a bridge from peak shopping to customer retention.<\/p>\n

            Thoughtful timing, automation and loyalty-first thinking turn seasonal shoppers into fans who stick around.<\/p>\n

            The result? A more personal, impactful way to drive festive sales and create a larger segment of returning customers instead of one-off Black Friday buyers.<\/p>\n","protected":false},"excerpt":{"rendered":"

            Learn how to turn one-time Black Friday shoppers into loyal customers with festive flows, retention tactics and post-purchase engagement.<\/p>\n","protected":false},"author":86,"featured_media":207708,"template":"","cat_industry":[2663,2673],"cat_topic":[2672,2667],"class_list":["post-207706","blog","type-blog","status-publish","has-post-thumbnail","hentry","cat_industry-b2c-en-au","cat_industry-ecommerce-retail-en-au","cat_topic-email-marketing-en-int","cat_topic-strategy-en-int"],"acf":[],"_links":{"self":[{"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/blog\/207706","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/users\/86"}],"version-history":[{"count":2,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/blog\/207706\/revisions"}],"predecessor-version":[{"id":229616,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/blog\/207706\/revisions\/229616"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/media\/207708"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/media?parent=207706"}],"wp:term":[{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/cat_industry?post=207706"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/cat_topic?post=207706"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}