{"id":188802,"date":"2025-09-19T19:19:48","date_gmt":"2025-09-19T17:19:48","guid":{"rendered":"https:\/\/spotler.com\/?post_type=blog&p=188802"},"modified":"2026-01-28T21:02:28","modified_gmt":"2026-01-28T20:02:28","slug":"why-black-friday-shoppers-behave-differently-and-what-you-can-do-about-it","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-gb\/blog\/why-black-friday-shoppers-behave-differently-and-what-you-can-do-about-it","title":{"rendered":"Why Black Friday shoppers behave differently and what you can do about it"},"content":{"rendered":"

Black Friday and Cyber Monday bring in a wave of customers who often don\u2019t shop with you the rest of the year. These customers have specific goals and habits – gift hunters or deal seekers.<\/strong><\/p>\n

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.<\/strong><\/p>\n

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Segment Your BFCM Customers for Better Targeting<\/h2>\n

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.<\/p>\n

Not all holiday shoppers behave the same. For example, a grandparent buying a gift isn\u2019t looking for your latest game launch updates.<\/p>\n

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.<\/p>\n

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Automate Tailored Messages That Add Value<\/h2>\n

Use automated workflows designed just for BFCM customers:<\/p>\n

Warm Welcome for Seasonal Buyers<\/h3>\n

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.<\/p>\n

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Tailor Based on Buyer Intent<\/h3>\n

Gift-givers? Ask for feedback: \u201cDid your grandson love the gift card? Here are gift ideas for next time.\u201d Self-shoppers? Suggest complementary products – like gloves with a coat purchase.<\/p>\n

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Re-Engage After the Holidays<\/h3>\n

Some don’t return straight away. Segmentation based on automated engagement helps you identify who\u2019s 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.<\/p>\n

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Time Your Messages Thoughtfully<\/h2>\n

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\u2019s peak. Instead, send it earlier for better visibility.<\/p>\n

For customers who haven\u2019t made a repeat purchase after six months, consider a re-engagement email, such as \u201cWe miss you – here\u2019s 10 % off your next order.\u201d<\/p>\n

Just be mindful not to erode your margins chasing discount-only buyers.<\/p>\n

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Learn From Their Behaviour to Improve Strategy<\/h2>\n

Track how new Black Friday customers respond post-purchase. Do they come back? What do they buy?<\/p>\n

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.<\/p>\n

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Protect Your Sender Reputation by Avoiding Over-Messaging<\/h2>\n

Not every BFCM customer becomes a regular, and that\u2019s okay. Avoid bombarding them with irrelevant emails.<\/p>\n

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.<\/p>\n

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Why a Thoughtful Approach Wins<\/h2>\n

Black Friday shoppers are a big opportunity but only if you treat them smartly.<\/p>\n

Segment them clearly, personalise your communication, learn from their actions, and you can turn seasonal purchases into brand loyalty.<\/p>\n

At minimum, they\u2019ll leave with a positive brand experience and that\u2019s a win either way.<\/p>\n

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Black Friday Marketing Hub<\/h3>\n

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! <\/p>\n

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Go to the Black Friday Marketing Hub<\/strong><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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\"\"<\/a><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Discover how Black Friday shoppers differ from regular customers and learn strategies to segment, engage and turn them into loyal buyers.<\/p>\n","protected":false},"author":86,"featured_media":188948,"template":"","cat_industry":[1462,1463],"cat_topic":[1002,1688],"class_list":["post-188802","blog","type-blog","status-publish","has-post-thumbnail","hentry","cat_industry-b2c-en-gb","cat_industry-ecommerce-retail-en-gb","cat_topic-email-marketing-en-gb","cat_topic-strategy-en-gb"],"acf":[],"_links":{"self":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/188802","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/users\/86"}],"version-history":[{"count":5,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/188802\/revisions"}],"predecessor-version":[{"id":230040,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/188802\/revisions\/230040"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media\/188948"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media?parent=188802"}],"wp:term":[{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_industry?post=188802"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_topic?post=188802"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}