{"id":189419,"date":"2025-09-25T17:02:03","date_gmt":"2025-09-25T15:02:03","guid":{"rendered":"https:\/\/spotler.com\/?post_type=blog&#038;p=189419"},"modified":"2026-09-15T13:09:49","modified_gmt":"2026-09-15T11:09:49","slug":"secrets-to-retaining-black-friday-buyers","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-gb\/blog\/secrets-to-retaining-black-friday-buyers","title":{"rendered":"The secrets to retaining Black Friday buyers this festive season"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>Black Friday is brilliant at bringing in new customers. The bigger opportunity is getting them to come back.<\/strong><\/p>\n<p class=\"wp-block-paragraph\"><strong>Reward\u2019s analysis of peak-season shopping found that returning online customers spent 28% more than customers acquired during the Christmas period. The research also found weaker repeat behaviour online, with only 27% of online peak-season customers having shopped earlier in the year.<\/strong><\/p>\n<p class=\"wp-block-paragraph\">That makes the weeks after Black Friday particularly important. You\u2019ve already done the hard work of winning the first purchase. Now you need to give those customers a relevant reason to make a second one.<\/p>\n<p class=\"wp-block-paragraph\">Here\u2019s how to use the period between Black Friday and Christmas to start building that relationship.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\">Bridging Black Friday &amp; Christmas<\/h2>\n<p class=\"wp-block-paragraph\">These shoppers are already in a festive mindset, making Christmas campaigns the perfect follow-up.<\/p>\n<p class=\"wp-block-paragraph\">Creating a targeted sequence that runs separately from your usual communications helps you stay relevant to both seasonal and regular shoppers.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"300\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker3-1.webp\" alt=\"\" class=\"wp-image-189954\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker3-1.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker3-1-300x117.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker3-1-768x299.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker3-1-767x299.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker3-1-488x190.webp 488w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker3-1-44x17.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n<h2 class=\"wp-block-heading\">Step 1: Launch a dedicated christmas flow<\/h2>\n<p class=\"wp-block-paragraph\">Use automation tailored to new BFCM buyers to keep them engaged:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Welcome to Christmas<\/strong><br \/>Send a friendly post-Black Friday message like, \u201cThanks for shopping with us! Still searching for gifts? Here are top picks.\u201d<\/li>\n<li><strong>Personalised Recommendations<\/strong><br \/>Use purchase data to suggest relevant gifts &#8211; board game purchase might prompt more family-friendly ideas, while a children\u2019s order could trigger relevant toy recommendations.<\/li>\n<li><strong>Gift Guides &amp; Last-Minute Picks<\/strong><br \/>Mid-December, offer curated content such as &#8220;Top Gifts for Everyone&#8221; or &#8220;Last-Minute Presents That Ship Fast&#8221;.<\/li>\n<li><strong>Delivery Deadlines<\/strong><br \/>Remind customers of shipping cut-offs to create urgency and prompt action.<\/li>\n<\/ul>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\">Step 2: Run this campaign separately from <em>business as usual<\/em> flows<\/h2>\n<p class=\"wp-block-paragraph\">To avoid overwhelming or sending irrelevant content to newly acquired BFCM shoppers, run this Christmas campaign on its own automation workflow.<\/p>\n<p class=\"wp-block-paragraph\">Here\u2019s how to make it distinct:&nbsp;<\/p>\n<h4 class=\"wp-block-heading\">Unique segments<\/h4>\n<ul class=\"wp-block-list\">\n<li><strong>BFCM customers only:<\/strong> Keep this group separate from your standard mailing list.<\/li>\n<li><strong>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<h4 class=\"wp-block-heading\">&nbsp;Adjust email frequency<\/h4>\n<p class=\"wp-block-paragraph\">While your regular audience might receive BAU campaign emails, keep the frequency lower for BFCM customers to prevent fatigue.<\/p>\n<p class=\"wp-block-paragraph\">You need time to learn their behaviour. Start with a lower frequency than you use for established customers, then use their engagement and purchase behaviour to decide whether to increase it.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"300\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker2-1.webp\" alt=\"\" class=\"wp-image-189961\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker2-1.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker2-1-300x117.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker2-1-768x299.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker2-1-767x299.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker2-1-488x190.webp 488w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker2-1-44x17.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n<h2 class=\"wp-block-heading\">Step 3: Use seasonal momentum to fuel engagement<\/h2>\n<p class=\"wp-block-paragraph\">These customers have recently chosen to buy from you, giving you a short window to build on that engagement. Use their post-BFCM mindset to continue engaging them through festive content, special promotions, or loyalty incentives.<\/p>\n<h4 class=\"wp-block-heading\">Exclusive BFCM perks<\/h4>\n<p class=\"wp-block-paragraph\">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<p class=\"wp-block-paragraph\">Some of these customers will have been motivated primarily by the Black Friday offer, so an additional incentive may help encourage that important second purchase. This will help you convert that second purchase.\u00a0<\/p>\n<h4 class=\"wp-block-heading\">Gift wrapping and personalisation<\/h4>\n<p class=\"wp-block-paragraph\">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<h4 class=\"wp-block-heading\">Festive content<\/h4>\n<p class=\"wp-block-paragraph\">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 style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\">Step 4: Retention programmes &#8211; your next play<\/h2>\n<p class=\"wp-block-paragraph\">Holiday buys are often one-offs. Turn them into loyal customers with:<\/p>\n<h4 class=\"wp-block-heading\">Thank you email<\/h4>\n<p class=\"wp-block-paragraph\">Send a genuine post-purchase thank you once the order has arrived, or after Christmas if the purchase was likely to be a gift. It gives you another useful touchpoint without immediately asking for another sale.<\/p>\n<h4 class=\"wp-block-heading\">New Year offers<\/h4>\n<p class=\"wp-block-paragraph\">Roll into January with exclusive offers or promotions to generate that second or third purchase from your new BFCM customers.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\">Step 5: Enhance post-purchase communication<\/h2>\n<p class=\"wp-block-paragraph\">Use the post-purchase window to leave a great impression:<\/p>\n<ul class=\"wp-block-list\">\n<li>Send order updates, delivery tracking, or quick wins via email or SMS.<\/li>\n<li>Add value with small surprises such as samples, or handwritten notes to build emotional bonds.<\/li>\n<\/ul>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\">Step 6: Build trust with customer service &amp; clear policies<\/h2>\n<p class=\"wp-block-paragraph\">Communicate proactively about returns, delivery issues and delays. Peak-season customers may be buying from you for the first time, so how you handle a problem can have just as much impact on retention as the original purchase.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"300\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker4.webp\" alt=\"\" class=\"wp-image-189968\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker4.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker4-300x117.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker4-768x299.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker4-767x299.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker4-488x190.webp 488w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-secretstoretainingblackfridaybuyers-breaker4-44x17.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n<h2 class=\"wp-block-heading\">Step 7: Keep shoppers engaged via social channels<\/h2>\n<p class=\"wp-block-paragraph\">Invite shoppers to join your social media communities:<\/p>\n<ul class=\"wp-block-list\">\n<li>Encourage following your brand on social platforms through post-purchase emails.<\/li>\n<li>Highlight user-generated content or festive stories to keep your brand top-of-mind.<\/li>\n<\/ul>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\">Step 8: Learn for the future<\/h2>\n<p class=\"wp-block-paragraph\">As with BFCM, track your Christmas campaign\u2019s performance to refine next year\u2019s strategy.<\/p>\n<p>Key metrics to monitor include:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Click and conversion rates:<\/strong> Are customers engaging and taking action?<\/li>\n<li><strong>Repeat purchase rate: <\/strong>How many Black Friday customers buy again?<\/li>\n<li><strong>Time to second purchase:<\/strong> How quickly are you converting first-time buyers into repeat customers?<\/li>\n<li><strong>Revenue per customer: <\/strong>Are these customers becoming more valuable over time?<\/li>\n<li><strong>Segment performance: <\/strong>Do gift buyers, deal seekers and self-shoppers behave differently?<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">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 style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\">Why it works<\/h2>\n<p class=\"wp-block-paragraph\">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<p class=\"wp-block-paragraph\">Not every Black Friday customer will become a loyal customer. And that&#8217;s fine.<\/p>\n<p class=\"wp-block-paragraph\">Some came for the discount. Some were buying a present. Some might not need what you sell again for another year.<\/p>\n<p class=\"wp-block-paragraph\">The job isn&#8217;t to force every Black Friday buyer into your normal customer journey. It&#8217;s to learn enough about them to give the right people a relevant reason to come back.<\/p>\n<p class=\"wp-block-paragraph\"><strong>That second purchase is where Black Friday acquisition starts becoming customer retention.<\/strong><\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-group\">\n<div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group mobile-fw has-black-background-color has-background\">\n<div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-group\">\n<div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 id=\"h-titel\" class=\"wp-block-heading has-pale-pink-color has-text-color has-link-color wp-elements-1\">Black Friday Marketing Hub<\/h3>\n<p class=\"has-pale-pink-color has-text-color has-link-color wp-elements-2 wp-block-paragraph\">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 your Black Friday campaign now!<\/p>\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-dark-blue-color has-yellow-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/spotler.com\/en-gb\/black-friday-marketing-hub\"><strong>Go to the Black Friday Marketing Hub<\/strong><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-full no-bot-margin borderradius20\"><a href=\"https:\/\/spotler.com\/en-gb\/black-friday-marketing-hub\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"1000\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/08\/bfcm-hub-promo.webp\" alt=\"\" class=\"wp-image-187214\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/08\/bfcm-hub-promo.webp 1000w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/08\/bfcm-hub-promo-300x300.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/08\/bfcm-hub-promo-150x150.webp 150w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/08\/bfcm-hub-promo-768x768.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/08\/bfcm-hub-promo-767x767.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/08\/bfcm-hub-promo-190x190.webp 190w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/08\/bfcm-hub-promo-44x44.webp 44w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/08\/bfcm-hub-promo-817x817.webp 817w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p class=\"wp-block-paragraph\">\n","protected":false},"excerpt":{"rendered":"<p>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":189990,"template":"","cat_product":[],"cat_industry":[1462,1463],"cat_topic":[1002,1688],"class_list":["post-189419","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\/189419","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":1,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/189419\/revisions"}],"predecessor-version":[{"id":258671,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/189419\/revisions\/258671"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media\/189990"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media?parent=189419"}],"wp:term":[{"taxonomy":"cat_product","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_product?post=189419"},{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_industry?post=189419"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_topic?post=189419"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}