Black Friday and Cyber Monday bring in a wave of customers who often don’t shop with you the rest of the year. These customers have specific goals and habits – gift hunters or deal seekers.
If you treat them like your usual repeat buyers, you risk missing the mark. Instead, use a tailored approach to keep them engaged without overwhelming them.
Segment Your BFCM Customers for Better Targeting
When new customers place an order during BFCM, keep them in a separate segment. Include details like purchase type and origin (social, email, SEO) to inform your follow-up strategy.
Not all holiday shoppers behave the same. For example, a grandparent buying a gift isn’t looking for your latest game launch updates.
Recognising if someone shops for themselves or others helps you send the right post-campaign follow-up – like gift ideas or birthday reminders, rather than irrelevant product pitches.
Automate Tailored Messages That Add Value
Use automated workflows designed just for BFCM customers:
Warm Welcome for Seasonal Buyers
Send a post-purchase thank-you message that stands out from your usual welcome series. Follow it with useful tips like gift wrapping tricks, or bundle how-tos, then encourage a repeat purchase with a time-limited discount.
Tailor Based on Buyer Intent
Gift-givers? Ask for feedback: “Did your grandson love the gift card? Here are gift ideas for next time.” Self-shoppers? Suggest complementary products – like gloves with a coat purchase.
Re-Engage After the Holidays
Some don’t return straight away. Segmentation based on automated engagement helps you identify who’s dormant. A gentle nudge a few months later, such as a new offer or example of how others use their purchase, can help you win them back without being pushy.
Time Your Messages Thoughtfully
Timing is vital in post-Black-Friday communication. If a product has a natural follow-up cycle, say a one-year mark, avoid sending that reminder during next year’s peak. Instead, send it earlier for better visibility.
For customers who haven’t made a repeat purchase after six months, consider a re-engagement email, such as “We miss you – here’s 10 % off your next order.”
Just be mindful not to erode your margins chasing discount-only buyers.
Learn From Their Behaviour to Improve Strategy
Track how new Black Friday customers respond post-purchase. Do they come back? What do they buy?
If certain channels attract one-time buyers only, rethink your budget. But if some promotions create loyalty, invest more in those tactics for next year.
Protect Your Sender Reputation by Avoiding Over-Messaging
Not every BFCM customer becomes a regular, and that’s okay. Avoid bombarding them with irrelevant emails.
Keep them in their own segment and remove unengaged contacts from your standard sends – especially outside the holiday season – to preserve your deliverability and sender reputation.
Why a Thoughtful Approach Wins
Black Friday shoppers are a big opportunity but only if you treat them smartly.
Segment them clearly, personalise your communication, learn from their actions, and you can turn seasonal purchases into brand loyalty.
At minimum, they’ll leave with a positive brand experience and that’s a win either way.
Black Friday Marketing Hub
No need to stress about your Black Friday campaign. We have a complete toolkit ready for you with all the help you will need. Stress less. Sell more. Start with you Black Friday campaign now!
