When Black Friday and Cyber Monday hit, you have tons of new shoppers, a spike in sales, and that exciting feeling as orders roll in. But many of those shoppers will never return. They come for the deal, make their purchase, then disappear.
What if they became loyal, repeat customers year-round? We share how to turn your Black Friday/Cyber Monday shoppers into customers who keep coming back.
BFCM shoppers (Black Friday/Cyber Monday) are deal hunters. They’re comparing prices, jumping from site to site, and often buying from brands they’ve never even heard of before. The average customer retention rate for e-commerce is only around 30%, and BFCM customers have even lower retention rates.
These shoppers are here for the discounts, not the brand.
It’s your time! Make a lasting impression while they’re still excited about their order.
Your order confirmation shows customers their purchase, but it also needs to:
Add a small surprise in their packages.. A handwritten thank-you note or something small, like a sticker, makes customers feel special and remembered.
Your post-purchase email flow is powerful for customer retention. Here’s a simple sequence to try:
Customers enrolled in loyalty programs are 47% more likely to make repeat purchases . But the thing your program needs to offer is real value.
A great loyalty program contains things like:
Use data from your BFCM customers to send recommendations they’ll genuinely care about.
Break your email list into groups based on how people shop. You can break them up even further on how they interact with your brand. Someone who spent $500 should get a very different follow-up than someone who spent $50.
The content that you create and share with customers HAS to give them more value from their purchase. This could be:
When you provide value beyond just selling products, you position yourself as a trusted resource rather than just another store. Customers remember brands that help them more than brands that sell to them.
Returns aren’t fun for anyone, but they’re part of running an online store. The good news? A smooth return process can build trust. Studies show that 92% of consumers are more likely to buy again if the return process is easy.
How can you make your return policy better?:
Set up retargeting campaigns. Show them new arrivals, complementary products, or content that relates to their purchase.
Timing matters! Don’t hit them with ads right after their purchase. Give customers a couple of weeks to get a feel for your product or service. Reconnect later with offers or updates that connect with what they bought.
Don’t be shy, ask your BFCM customers for reviews and feedback. 93% of consumers say online reviews impact their purchasing decisions.
Thank them if they leave a positive review. And for reviews with any issues, address any concerns they have. Replying to a review is an easy way to show you’re customer service oriented.
When customers feel like VIPs, they’re much more likely to stick around.
Here’s what to focus on each week:Weeks 1-2: Make sure they got their order and share some tips.Weeks 3-4: Brand story and values.Weeks 5-8: Introduce complementary products or invite them to join your loyalty program.Weeks 9-12: Personalized offers or recommendations based on what they’ve bought.
The goal is to stay top of mind (without becoming annoying).
See if your retention strategies are working by tracking:
Review these metrics monthly and make adjustments based on what’s working and what isn’t.
The people who came for the discount don’t have to disappear once the deal is over. A simple check-in, a thank-you email, or a small reminder of why they bought from you can make a big difference. That’s how one-time shoppers turn into regulars.
Ready to turn your BFCM shoppers into loyal customers? Schedule a consultation with us to make those one-time customers the most loyal brand cheerleaders.