After the Black Friday and Cyber Monday rush is over, it's easy to feel like you’ve hit a wall. Sure, the big sales brought in a wave of new customers, but now comes the real challenge: turning those one-time shoppers into loyal fans. 

Black Friday discounts grab the intiial attention, but building lasting relationships takes a different approach.

If you’re wondering how to keep that momentum rolling, you’re in the right place. 

In this article, we’ll discuss practical strategies for Black Friday customer retention so you can make this holiday season’s success a lasting one.

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Why Post-BFCM Customer Retention Matters

After the holiday season ends, many brands see a dip in sales as customers shift their attention to the next big sale. However, if you can retain even a fraction of the customers gained during the holiday sales, you’re well-positioned to hit your year-end revenue targets.

When customers keep coming back, their lifetime value increases. Repeat customers tend to spend more with each visit, which boosts your revenue without the additional costs of acquiring new customers. This focus on retention helps increase your bottom line efficiently and sustainably.

And it doesn’t just stop there – with a strong retention strategy, you can create advocates for your brands. Customers will not just return; they will bring more new customers through referrals and word of mouth. 

In short, a solid retention strategy isn’t just something that’s ‘good to have’  – it’s a must for sustainable growth and lasting brand loyalty.

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How to Create An Ecommerce Customer Retention Strategy

1. Collect Customer Data to ‘Keep in Touch’

Here are a few ways to do that:

Collect contact information at checkout

One of the most effective ways to ensure repeat visits from your customers is to capture their contact information at checkout. By collecting emails during the purchasing process, you open up an avenue for ongoing communication that extends beyond the initial sale. 

You can leverage email and SMS marketing to deliver tailored messages that go beyond basic marketing blasts. For example, personalized recommendations based on past purchases, early access to new products, and tailored promotions create a sense of exclusivity that keeps your brand top-of-mind and encourages customers to shop again.

On the checkout page, make sure to add a checkbox for consent to receive marketing emails and/or SMS. You can also add a signup popup on your website to collect this information.

Offer loyalty sign-up incentives

While the big discounts of Black Friday Cyber Monday draw in new buyers, enrolling them in a loyalty program gives them a reason to return after the sales end. 

During the holiday season, promote your loyalty program with banners on your website, pop-ups at checkout, and CTAs in emails. Offering perks like early access to sales, free shipping, or points toward discounts adds immediate value, making membership attractive and encouraging long-term engagement.

Research shows that loyalty members spend significantly more than non-members, with programs prompting over 83% of customers to make a second purchase. The holiday shopping season is an ideal time to encourage sign-ups and introduce new customers to loyalty benefits.

After BFCM, keep the program engaging with post-purchase strategies like personalized emails and SMS reminders. Simple follow-ups, like “Tap here to redeem your points for exclusive rewards 🎉,” so customers can see the value in shopping again. 
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2. Personalize Customer Service and Follow-Ups

Tailored Customer Support

Tailored customer support is another effective post-BFCM retention strategy. By thoughtfully addressing customer queries and concerns, you show customers that their experience matters, making them feel valued and increasing the likelihood they’ll return to shop again. 

Start by building detailed customer profiles and tracking common queries, enabling your team to provide customized responses. During the high-volume BFCM period, implementing chatbots for 24/7 support ensures prompt assistance, helping manage inquiries seamlessly.

Post-Purchase Followups

Thoughtful follow-ups add a meaningful touch that helps keep customers connected to your brand after BFCM. 

Start by sending a thank-you message that feels genuine and let them know you appreciate their purchase. A few days later, check-in, ask if they’re enjoying their new item, and invite them to share a review. This helps collect social proof while showing customers that you value their thoughts. Then, based on what they bought, offer a few specific product recommendations they might love. 

This friendly, attentive approach keeps the conversation going, making customers feel seen and valued and increasing the chances they’ll return to shop again.
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3. Offer Subscriptions to Encourage Repeat Purchases

Offering a subscription service for products that require regular rebuying, such as skincare or supplements, can be an easy win for Black Friday customer retention.

Subscriptions offer cost savings and convenience (which most customers seek) while ensuring a steady revenue stream for brands – a win-win situation.

Subscriptions boost customer retention rates and increase lifetime value by encouraging recurring purchases.

Take this example from ThickTails. The brand offers haircare products that require repurchasing every month or two, so they’ve added a subscription option on the product page, effectively highlighting the savings to encourage customers to subscribe. 

For BFCM customer retention, consider taking things up a notch. You can offer additional discounts on subscriptions or offer double loyalty points on every subscription during the Black Friday period. These incentives encourage customers to commit long-term, building a habit of regular purchases that often extend beyond the holiday season.
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4. Connect Your Brand Mission to Build Deeper Loyalty

Today’s consumers aren’t just shopping for products but choosing brands that align with their values. 

Research from Yotpo shows that 84% of global consumers prefer brands whose values match their own, and that number rises to 90% among Gen Z shoppers. 

The post-BFCM period is an excellent time to leverage this idea to boost customer retention.

Highlight Your Brand Mission in Your Messaging

If your brand supports a charity, a sustainability initiative, or a community project, ensure your post-BFCM messaging highlights these efforts. 

Credo Beauty, for example, aligns its loyalty program with its sustainability mission by encouraging customers to bring in empty containers for recycling in exchange for loyalty points.

The benefit? Credo earns goodwill for its sustainability initiative, and customers are also encouraged to repurchase in exchange for loyalty points.

Share Real Impact Metrics

You can make your brand mission meaningful by sharing real numbers and results. If your brand partners with an organization to plant trees, share the number of trees planted over the past month or year in your pre- and post-BFCM emails, social media posts, and website. 

This gives customers a clear, tangible idea of the impact they’re contributing to by shopping with you, reinforcing your brand’s mission, and encouraging continued support.

Show customers exactly how they’ve contributed by shopping with you. For instance, include a note on your product page: “By buying a certain product, you’ll sponsor a meal for a family in need” or “You’ll plant one tree in a reforestation project.” 

This transparency builds a sense of community and commitment, turning each purchase into something meaningful that extends far beyond a single transaction.
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5. Ask for Reviews to Build Social Proof

With nearly 196 million people shopping over the BFCM weekend, gathering customer feedback is important to boost your retention marketing approach. 

Positive reviews serve as powerful social proof, whereas constructive feedback offers valuable insights for improvement.

Encourage customers to leave feedback

Brands that smoothen the review process usually get more reviews and witness higher conversion rates, so there’s no reason why you should miss out.

The best way to collect feedback is to set up an automated post-purchase email and SMS sequence. Every time a customer makes a purchase, they will receive an email or SMS asking for feedback a few days later. To make the process seamless, you can add a link in the message redirecting them to the review platform directly.

Many brands offer an incentive, such as X% off your next purchase, to encourage customers to leave a review.

Display social proof on your website

Use the feedback collected after the BFCM to populate your site with authentic customer testimonials. 

You should display genuine reviews and testimonials at key touchpoints on your website, such as the homepage, product page, and cart page. These reviews can help you build trust with new visitors and even with previous customers when they decide to return. Loox is a great tool for this, by the way.
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6. Handle Post-Purchase Issues Professionally

With the high volume of orders during BFCM, customers often encounter issues like shipment delays, defective items, etc. How your brand addresses these challenges can have a major impact on ecommerce customer retention.

Keep Customers Informed

Use SMS and email to keep customers updated about their orders. 

Proactive communication, such as shipping updates, estimated arrival times, or delay notifications, helps ease any potential anxieties, and offering real-time tracking shows transparency.

See Issues as Opportunities

If an issue does hit you, like a delayed shipment, view it as a chance to turn things around. You must provide a quick resolution alongside a loyalty perk like a discount or free shipping on their next order. 

This can leave a positive impression and increase the likelihood that they’ll shop with you again despite the problems they face.

7. Engage via Social Media

Social media plays a huge role in Black Friday customer retention by keeping your brand top of mind. 

With people spending an average of nearly five hours on their phones daily, a consistent social presence can bridge the gap between Black Friday and the next shopping season.

Encourage Post-Purchase Follow-Ups on Social Channels

Add links to your Instagram or TikTok in post-purchase emails, or even use QR codes on packaging to prompt BFCM shoppers to follow your channels. 

You can maintain engagement well into the holiday season by connecting your customers to your social platforms.

Feature User-Generated Content (UGC)

Displaying real photos and videos from happy customers builds trust, and inviting new followers to share their content enhances brand credibility. 

Consider using festive giveaways or product highlight posts to promote loyalty program benefits or introduce new products through engaging stories or reels.

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Frequently Asked Questions

1. How can you make your post-BFCM communication feel more personal?
‍To create a more customized experience, send personalized greetings with customers' names, refer to their previous purchases, and tailor product recommendations based on their shopping behavior.

2. How often should you send follow-up emails after BFCM? 
It's best to space out follow-up emails so they don’t overwhelm your customers. Start with an initial thank-you email, followed by one or two emails per week to share updates, special offers, or reminders about loyalty programs.

3. What are some of the top loyalty program apps for Shopify?
Top loyalty program apps include Smile, Yotpo, and Growave. These apps can be seamlessly connected to your Shopify store.

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Wrapping It Up

Post-BFCM retention isn’t just about keeping in touch; it’s about creating a meaningful, value-driven connection with customers. 

These strategies can be the key to your brand’s growth and customer satisfaction, showing shoppers that your brand is more than just seasonal sales. 

When done right, a thoughtful retention plan transforms BFCM shoppers into advocates who return and recommend your brand, making all the difference in a competitive market.

Follow our blog for more tips and tricks related to BFCM marketing!