{"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":"2025-09-26T13:25:48","modified_gmt":"2025-09-26T11:25:48","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><strong>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<p><strong>Here\u2019s how to nurture this group during the festive period to turn first-time buyers into repeat customers.<\/strong><\/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>These shoppers are already in a festive mindset, making Christmas campaigns the perfect follow-up.<\/p>\n<p>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>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 games prompt more family-friendly ideas, kids\u2019 orders trigger toy suggestions.<\/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>To avoid overwhelming or sending irrelevant content to new acquired BFCM shoppers, run this Christmas campaign on its own automation workflow.<\/p>\n<p>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>While your regular audience might receive BAU campaign emails, keep the frequency lower for BFCM customers to prevent fatigue.<\/p>\n<p>You need time to learn their behaviour. Limit it to 2\u20133 Christmas-themed emails in December.<\/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>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<h4 class=\"wp-block-heading\">Exclusive BFCM perks<\/h4>\n<p>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>As these new customers are more than likely to be voucher or discount driven, this will help you convert that second purchase.&nbsp;<\/p>\n<h4 class=\"wp-block-heading\">Gift wrapping and personalisation<\/h4>\n<p>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>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>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>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<h4 class=\"wp-block-heading\">New Year offers<\/h4>\n<p>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>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 discounts, 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>Ensure your customer service is transparent and responsive. Communicate proactively about returns, delivery issues, or delays especially during &#8220;Returns Thursday&#8221; following Black Friday.<\/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>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>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>Open and click-through rates:<\/strong> Are customers engaging with festive emails?<\/li>\n<li><strong>Conversion rates:<\/strong> Which emails led to purchases?<\/li>\n<li><strong>Segmented insights:<\/strong> Did gift buyers behave differently from self-shoppers?<\/li>\n<\/ul>\n<p>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>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>Thoughtful timing, automation and loyalty-first thinking turn seasonal shoppers into fans who stick around.<\/p>\n<p>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<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-9d6595d7 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 class=\"wp-block-heading has-pale-pink-color has-text-color has-link-color wp-elements-66ea8486a19e70982a4b09407838a27f\" id=\"h-titel\">Black Friday Marketing Hub<\/h3>\n<p class=\"has-pale-pink-color has-text-color has-link-color wp-elements-a84e7c672239cd5052cadbd6c60e1c35\">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<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","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_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":4,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/189419\/revisions"}],"predecessor-version":[{"id":190134,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/189419\/revisions\/190134"}],"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_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}]}}