How To Transform Black Friday Shoppers Into Repeat Customers

Black Friday is the shopping event of the year, and a crucial opportunity for brands to meet their revenue goals. With consumers hoping to snap up exciting deals, Black Friday online sales reached $9.8 billion in Black Friday in 2023, signaling a 7.5% increase and yet another record-breaking year.

Now, this is all fantastic news, but here’s the catch: how do you ensure new shoppers continue to purchase from you? 

To get a worthwhile return on your holiday campaigns, you need a solid retention strategy. Keep reading to learn how to turn one-off bargain hunters into loyal customers.

Why Long-Term Customer Loyalty Matters

You probably know that customer retention is much more cost-effective than attracting new customers.  Acquiring a new customer can be 5-7 times more expensive than retaining an existing one—and that’s at the best of times.

The holiday season is the most expensive time of year to acquire customers. Advertising costs on platforms like Meta, Google Ads, and Amazon PPC skyrocket as retailers vie for consumer attention and wallet share.

What’s more, there has been a 60% increase in customer acquisition costs in recent years, fueled by inflation and the saturation of digital marketing channels.  

Increased acquisition costs mean it’s more critical than ever for businesses to strike a balance between Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC). 

By focusing on converting holiday shoppers into repeat customers, businesses can build a foundation for sustainable growth. 

Beyond the obvious financial benefits, there are a few more reasons why converting BFCM shoppers into regular customers makes sense:

• Brand Advocacy: Loyal customers don’t just bring repeat business; they become advocates for your brand. They’re more likely to recommend your products to friends and family, setting you up for more success next year.
• Predictable Sales Forecasting: A loyal customer base provides a more predictable and steady stream of revenue. This predictability makes it easier to plan future inventory and forecast the results of future holiday campaigns.
• Increased Customer Insights: Long-term customers provide valuable insights through their purchasing patterns and feedback, supporting product development and targeted communication.
• Improved Brand Image: Satisfied repeat customers enhance your brand image, as their positive perception can attract new customers and strengthen your market presence.

As you can see, nurturing long-term customer relationships continues to drive value long after your Black Friday sales. But how can you make that happen?

Strategies to Convert Black Friday Shoppers into Loyal Customers

Here are our top recommendations for loyalizing customers after the holiday season.

Keep Engaging

Don’t let the relationship fizzle out as the holiday season ends. Continue engaging with customers through emails, social media, and personalized communication to keep your brand on their radar.

The best way to keep the momentum going is with a tailored approach. For instance, if a customer bought a coffee machine during Black Friday, follow up with an email in January offering tips on making the perfect brew or a discount on coffee beans. This shows you care and have been paying attention to what the customer needs.

Offer Exclusive Promotions and Discounts

Tempt Black Friday shoppers to return with exclusive deals and targeted campaigns. That can be as simple as a ‘thank you’ discount for their next purchase. For best results, combine the offer with individual recommendations and personalized communication. This tactic not only encourages repeat purchases but also makes customers feel valued and understood.

Make customer data management a priority

Personalized communication requires data and systems to support it. Ensure you have the right tech stack in place to fully understand and predict patterns in customer preferences and behavior. This might mean implementing a new data management platform, or adapting your existing infrastructure. 

Don’t Underestimate the Post-Purchase Experience

The experience with your brand doesn’t end at checkout, or when the customer receives their item(s). The post-purchase experience is a key indicator of whether a shopper will buy from you again, so it needs to be as consumer-centric as possible. 

Consumers today expect transparency and convenience when it comes to returns, shipping, and customer care. According to Klarna, 84% of customers will not purchase from a retailer again after a negative return experience. 

Run Effective Retargeting Campaigns

When done right, retargeting can be an effective way to stay top of mind, encourage repeat purchases, and drive long-term growth.

Retargeting ads through email, search engines, display, and social media help remind customers of your products and services. Ensure these ads are in line with your brand and not overly intrusive. For optimal results, highlight items that customers are likely to be interested in, based on their previous browning or purchase behavior. 

How Zeta Can Help

Keeping customers happy starts with knowing who they are, what they buy, and what they care about.

Marketers are increasingly leveraging Zeta to understand their customers at a deeper level. Zeta enables you to:

• Predict consumer behavior, purchases, and trends 
• Know when a customer is browsing a competitor’s website
• Harness AI for personalized customer interactions and engagement
• Drive strategic decision-making with real-time behavioral data

Interested in elevating your customer retention strategy? Learn more about the Zeta Marketing Platform or book a demo to see how we empower 1:1 marketing at scale.