You’ll spend weeks — no, months — planning, prepping, and launching your Black Friday Cyber Monday sales and marketing strategies. For many ecommerce brands, getting shoppers to your once-a-year deals is just the start. The real challenge and opportunity lies in turning those first-time buyers into loyal, repeat customers long after the holiday rush.

But here’s what you don’t want to happen.

You drive tons of new customers to your website with irresistible discounts and on-target messaging. And then they all disappear.

Maybe they were happy with your products, but they were there for the deals, and any goodwill you built up during the sale evaporates once the shopping season is over.

What happened? And what can you do to keep it from happening to you?

Our BFCM Consumer Trends Report 2024 has tons of insights into how to make the most of the holiday shopping season, but now it’s time to look beyond the revenue spike. The real opportunity lies in how well you can turn those new holiday shoppers into loyal, repeat customers who drive sustainable growth long after BFCM ends.

Here are some long-term strategies to keep BFCM customers engaged and buying well into the new year.

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What’s the big (BFCM) deal?

This year’s BFCM shoppers are mostly sticking to a budget, with only 14% going into the shopping season without one. However, 84% of shoppers expect to spend the same or more than last year, signaling more confidence in their buying power despite economic challenges. For the 20% of shoppers tightening their wallets, inflation and rising prices are the main reasons for cutting back.

Shoppers are also excited about snagging BFCM deals this year. A whopping 94% of respondents reported feeling some excitement, with 43% saying they feel a lot of excitement about the upcoming sales.

With stable budgets and holiday-shopping excitement, BFCM 2024 is the best time of year to capture new customers. And many shoppers use this time to try new brands, with 72% saying they’re open to shopping new brands. The data shows that BFCM is a great time to capture new customers for your brand.

So, how do you keep those new customers buying once the sales end? It’s time to take a look at your retention strategies — before BFCM is upon us.

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Retention tips to employ BEFORE & DURING Cyber Week

Your BFCM retention strategy shouldn’t start the day after Cyber Week ends — it starts weeks before. Take a look at these strategies to implement now to keep customers coming back well after BFCM.

Optimize mobile shopping to drive repeat business

Every interaction with new customers is a make-or-break moment for your brand. The overall customer experience, from navigating your ecommerce store to your checkout process and beyond, plays a critical role in whether customers return.

They won’t come back if they’ve had a poor experience.

Pay extra attention to these touchpoints to ensure your customers have a dynamite experience.

1. Create a frictionless shopping experience with a mobile app

There’s no better time to launch a mobile app than right now. This year, 81% of BFCM shoppers plan to use a mobile app — up from 68% in 2023. The #1 reason shoppers download a brand’s app is to get a smoother and more convenient shopping experience (60%), and this edge matters more than ever during the busiest shopping season of the year.

The good news is that apps no longer require massive development teams and major budgets. You can build an app and seamlessly integrate it with your existing Shopify store just in time for the holiday peak season. 

Beyond the holiday season, having an app provides a fresh channel to engage your top customers, who typically have higher lifetime value, higher average order values, and better conversion rates. The long-term revenue impact is clear.

Take Sunday Swagger, for example. They launched an app-exclusive campaign just 10 days before Black Friday and saw incredible results. Their app experienced an 82% surge in daily active users, a 107% increase in sessions, and a 25% boost in-app conversions. Even after the campaign, these new users remained engaged, setting the stage for continued growth into the following year.

2. Prevent shipping sticker shock to improve conversions

Shipping costs are the #1 reason shoppers abandon their carts, with 65% citing high shipping fees as their main deterrent. This number jumps to 78% for Boomers, who are especially price-sensitive to shipping charges.

To combat this, Rebuy recommends using a free shipping progress bar on landing pages to optimize the checkout process for conversion. This ensures customers are informed about shipping costs upfront, preventing surprises at checkout — and it’ll help improve your average order value (AOV) by encouraging customers to spend a little more.

For brands using Tapcart, you can add this feature to your mobile app using Custom Blocks, a low-code tool that allows brands to build custom app experiences with HTML, CSS, and Javascript. 

Ensure, to the best of your ability, that any physical products arrive when you say they will. While shipping is primarily out of your control, do what you can on the fulfillment side to get products out the door as quickly as possible. 

Don’t forget to pay attention to packaging. Find that balance between minimal/sustainable packaging and packaging that protects products from being damaged in transit. 

3. Streamline the checkout process

Your customers are battling constant distractions — especially on phone browsers. A streamlined checkout process reduces friction, shortening the path for purchase and reducing the chance your customers’ attention will drift elsewhere. The easier and quicker you make it for shoppers to complete their purchase, the more likely they’ll follow through.

Add in these strategies to bridge the gap between browsing and buying:

• Enable one-click checkout and multiple payment options. Offer payment methods like Apple Pay, ShopPay, Klarna, PayPal, Amazon Pay, and Afterpay. This ensures customers have a variety of trusted, convenient ways to pay without getting bogged down in extra steps.
• Leverage social proof. Display customer reviews or product ratings throughout the checkout process to build trust. Shoppers are more likely to make quick decisions when they see positive feedback from other buyers.
• Create urgency. Add countdown timers or limited-time discounts during checkout to create a sense of urgency, nudging customers to complete their purchases sooner rather than later.
• Offer product bundles. Tailor product bundles to different customer segments, offering more value for their money. This can help boost average order values while making the checkout process feel more rewarding for shoppers.
• Clearly display return policies and shipping information. Transparency matters. Display return policies, shipping costs, and customer service information clearly throughout the checkout process. This reduces friction and ensures customers feel confident about their purchases.

Optimizing for mobile checkout is crucial this year. Collect only the necessary information and aim to keep clicks or taps between “add to cart” and “submit payment” under 10. Any longer, and you risk losing the customer’s attention before they finish.

Consider adding a guest checkout option for first-time customers to minimize friction and reduce cart abandonment. A seamless, frictionless checkout may not draw in new customers on its own, but it can significantly improve retention and increase the likelihood of repeat purchases.

4. Use live chat to support — and sell

Live chat is an essential tool for customer support — but it can also play a key role in driving conversions during BFCM. By leveraging Gorgias live chat, your customer success teams can quickly answer customer questions using on-site campaigns to guide customers through the buying process.

Here’s how you can use live chat to support both customer needs and sales:

• Recommend complementary products. Use live chat to suggest upgrades or complementary products based on what customers already have in their carts. This helps increase AOV and enhances the overall shipping experience by offering personalized recommendations.
• Promote new product launches. Capitalize on customer excitement by promoting new product launches directly through live chat. Engaging customers in real=time as they browse keeps them focused and more likely to convert.
• Send targeted holiday campaigns. Use live chat to push BFCM offers based on current shopping trends. Targeted messages around these promotions can encourage last-minute purchases and drive conversions.

Taking this strategy to your mobile app can be especially effective. App users already have higher intent and customer lifetime value (LTV). Implementing live chat in your mobile app allows you to tap into this audience in real time, ensuring they have the best possible experience.

Promote email list, SMS, and push notification sign-ups 

Attention marketers: don’t miss out on any opportunity to gather contact information for your email, SMS, and mobile push notification lists. Since you’ll be attracting new and returning customers alike, give them the opportunity to connect with your brand and catch new sales down the line. Thoughtful marketers will be building their lists to launch their full BFCM campaigns in November and beyond. 

Here are a few ways to generate new signups.

1. Offer discounts

A simple discount code is the most straightforward (but often most effective) way to encourage list signups. Since your customer is gearing up for BFCM sales, consider offering a once-a-year stackable discount that will work with your other promotions. You can also consider free gifts with purchases to help boost signups.

• Take note from OLIPOP’s BFCM strategy. They offered a 25% site-wide discount, but subscribers got an even better deal with 30% off all orders for the rest of November. OLIPOP also gave their subscribers access to exclusive perks like limited edition items, one-time add-ons, and bulk orders of their favorite drinks. This approach helped combat subscription fatigue and strengthened customer loyalty. Get more insights from Stay Ai CEO & Co-Founder Gina Perrelli here.

2. Share a sale sneak preview

Promise a sneak peek of upcoming BFCM sales so shoppers can plan accordingly. It’ll also help you boost excitement and anticipation. In fact, 93% of surveyed shoppers feel at least some level of anticipation over BFCM shopping. Tap into that feeling by offering a sale preview to anyone who signs up for your lists.

3. Use wishlists

Encourage shoppers to create wishlists before BFCM to open the door for personalized recommendations and timely notifications. By tracking the items peaking your customers’ interests, you can suggest similar products and let them know when their wish list items go on sale or are back in stock. Using email, SMS, or push notifications to alert them before other shoppers creates a more personalized and convenient shopping experience, keeping your brand top-of-mind and increasing the chances of conversion during the busy holiday season.

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Encourage mobile app downloads early

Mobile apps are changing the BFCM game this year. In 2024, 81% of shoppers say they plan on using a mobile app for BFCM, compared to just 68% in 2022 and 2023. Not only are mobile apps great for capturing even more BFCM revenue, but they’re also powerful retention drivers. So, encouraging mobile app downloads before and during peak season shopping can help promote long-term sales.

Here are some strategies to drive mobile app downloads.

1. Offer in-app discounts

Everyone loves feeling like they’re in on a secret. Offering an exclusive app discount while everyone’s hunting for the best BFCM deals will attract attention and generate downloads. Directing customers to your app will help you elevate your brand experience and create a community within the app. Valuable discounts will build the kind of brand loyalty money can’t buy.

2. Share early access to sales

Early access is a big driver during BFCM. Who doesn’t love to be first in line? Much like when encouraging list signups, offering early sales access can catch your customers’ attention. It capitalizes on FOMO—shoppers want to catch deals before they’re gone.

3. Sell app-exclusive products

Promote some app-exclusive items with links directly to an app download to generate buzz and excitement. The thrill of being the first to grab new and exclusive products will encourage downloads and keep customers locked into your sales ecosystem for the long term. And this isn’t exclusive to younger shoppers. The main reason Boomers download a mobile app is to access VIP perks (46.5%). Shoppers will also be more inclined to browse your app regularly in search of nex exclusive items.

4. Host app-exclusive giveaways

Boost acquisition and retention during BFCM by hosting app-exclusive giveaways. Offer a chance to win products from their wishlist by downloading the app, subscribing to push notifications, and using the wishlist feature. You can even encourage participants to screenshot their wishlist and tag your brand o social media, driving word-of-mouth promotion. 

Bigger prizes, like in-demand products or even luxury items (like Culture King’s Lambo giveaway and LSKD’s Suzuki sweepstakes).

Embrace personalization for maximum retention

When everyone is “spraying and praying” for their BFCM sales strategy, you should lean into personalization. That outdated one-size-fits-all approach no longer meets consumer expectations. It often leads to overwhelm — when everything is discounted, nothing is discounted.

Instead, personalize offers and sales for the best results.

1. Don’t forget about your current customers

If you’re giving a newbie customer and your VIP customer the same 15% discount, you’re not providing a VIP experience. Single out your VIP customers with better deals. Offer tiered discounts (such as 10% off $50, 15% off $100, 20% off $200, etc.) to encourage higher average order values while rewarding customers who are willing to spend more. A free gift with purchase is also an excellent way to celebrate frequent customers.

2. Tailor content, pricing, and discounts

Shoppers are easily overwhelmed by the deals on BFCM. Instead, leverage customer data to whip up personalized discounts and incentives. For example, a younger shopper may be uninterested in your skinny jeans selection (they’re out — haven’t you heard?), but they’ll be all over your latest biker boots. And your Baby Boomer customers are more likely to be shopping for a gift than for themselves.

Tailoring the deals means you’ll make the shopping experience easier and more enjoyable across the board.

3. Consider the customer journey

Sending intricate, tiered discounts might turn off brand-new customers, while a customer who’s lapsed in sales might need a bigger push. Include the customer journey while segmenting your lists, and share discounts accordingly. 

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Introduce a loyalty rewards program

Loyalty programs are still a hit for consumers across the board—and getting them to sign up now is a big incentive to stick around. 

According to a survey conducted by Yotpo, 53% of shoppers say a loyalty program would make them continue shopping from a brand. And their 2022 brand loyalty survey found that loyalty programs influence over 83% of shoppers to buy again from a brand. Loyalty programs also gamify the shopping experience and turn shopping into a fun challenge—complete with prizes!

Promote your loyalty program during BFCM so shoppers have a chance to rack up points during their holiday shopping. In her article, How to know which ad to run, Sarah Levinger suggests promoting loyalty programs can increase AOV and foster long-term engagement. After the season, customers are more likely to return to take advantage of their accumulated discounts or cash-in freebies.

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Post-BFCM retention tips

BFCM is a whirlwind, but the key to retaining the new customers you’ve gained comes after. While a high return slump after the holidays is normal, it’s no time to rest on your laurels.

You need to dive into post-sale retention strategies to keep the new customers you’ve acquired. 

1. Show new customers that you get them.

Personalization drives new sales and keeps your customers coming back for more. People yearn for personalized experiences. According to Yotpo, feeling like a brand knows them influences 82.5% of surveyed shoppers to buy again. 

BFCM shoppers behave differently from regular customers, so your retention strategy reflects these differences.

• Segment and target customer types. BFCM shoppers tend to be deal-driven and first-time buyers. Understanding their behaviors helps you offer tailored recommendations and promotions that resonate.
• Use data to guide strategy: Cohort analysis can reveal how different groups interact with your brand. Use these insights to send personalized offers and follow-ups that align with their first purchase.
• Ask the right questions. Post-purchase surveys can give you insight into your customers’ motivations. Questions like “What almost stopped you from buying?” can highlight areas for improvement, helping you refine your strategy.
• Separate new vs. returning customers. Tailor your approach by offering unique follow-ups to new and returning customers, ensuring that both groups feel valued and catered to.

Yotpo reports that more than 4 out of 5 shoppers are likelier to stick around if they feel seen and recognized. Continue showing them you know what they want with segmented messaging and personalized offers.

Take a look at the chart for some more strategies from Yotpo’s survey.

2. Respect their inboxes (and their preferences)

BFCM may have been a heavy email/text/push notification period, but now’s the time to scale back slowly. The key is not to go silent on your customers—but to soften the language and frequency. Take cues from their preferences.

We know from our survey that Gen X respondents are more likely to unsubscribe during BFCM, so we expect a similar trend moving out of the holidays. Pay close attention to unsubscribe rates and scale back accordingly.

When consumers unsubscribe, it’s often due to receiving too many messages. This is true for 66% of Gen Z, 65% of Millennials, and 62% of Boomers. In contrast, only 56% of Gen X list message frequency as their top reason for unsubscribing. For them, irrelevant content is a bigger issue. Meanwhile, 58% of Boomers cite a lack of interest in the brand or products as a key reason for opting out. These insights highlight the importance of both message frequency and relevance when engaging different age groups.

3. Build a community

Now that you’re not constantly pushing BFCM messaging, you can do a little more brand and community building. Leverage channels like social media and your mobile app to share more information about your brand and cultivate an audience. Solicit user-generated content, host online events, or drop exclusive content. Giving your audience a place to engage can work wonders for retention.

4. Give customers a little TLC

Some customers will inevitably drop off whether you’re selling products or a subscription service. The key is not to panic—and provide a little aftercare. Build a cancellation flow that includes a reason-for-leaving survey, popup prompt codes, and a plan for future re-engagement. Just because they leave you doesn’t mean they don’t love you.

Take a page from Surely, a non-alcoholic wine beverage. Instead of offering BFCM discounts, they launched Black Friday promotions exclusively through the subscriber portal. Then, throughout BFCM, they launched limited edition products for subscribers only.

They used Klayvio campaigns to keep subscriber engagement high, switching out limited edition products and updating banners in their portal.

Their approach paid off. Surely decreased churn while increasing their subscriptions:

• 23% growth in new subscribers during BFCM month
• 18% decrease in churn from Oct ‘22 to Nov ‘22 
• 32% decrease in churn from Oct ‘22  to Dec ‘22
• 85% growth in add-on revenue from Oct ‘22 to Nov ‘22

Surely’s focused re-engagement strategy kept their subscribers excited and reduced churn during the holiday rush, proving that thoughtful customer care can drive loyalty and retention long after BFCM ends.

5. Be visible

The end of BFCM doesn’t mean you get to go into hibernation. Consider ways to remain top-of-mind for your customers. For example, a mobile app provides valuable visual real estate on your customers’ phones. It’s like an always-on billboard.

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Turn BFCM profits into yearlong success

You put so much energy and effort into perfecting your Black Friday Cyber Monday sales, and you don’t want it all to disappear when your sales have run their course. The real trick is capitalizing on that revenue spike and reaping the benefits all year long.

Want to dive deeper into consumer insights? Take a look at our comprehensive 2024 BFCM Consumer Shopping Trends Report.

Scope out the report