Black Friday and Cyber Monday (BFCM) bring in a unique wave of customers: people who often don’t shop with you the rest of the year. These shoppers have different goals and habits.
Whether they’re snapping up deals for themselves or ticking gifts off their Christmas list. Treating them like your regular customers could lead to missed opportunities and wasted effort.
Instead, take a tailored approach to keep them engaged without overwhelming them.
Separate your BFCM shoppers for a better view
When a new customer makes a purchase during the BFCM period, make sure they don’t get lumped in with your existing customers. Segment them into their own group so you can better understand their habits.
Segmenting them with details like what they bought and where they came from (e.g., social media ads, emails, or search engines) will give you valuable context for future campaigns.
Not all BFCM customers have the same intentions. A grandad buying a Nintendo gift card for his grandson is unlikely to want regular updates about all the latest video games.
By recognising whether someone is shopping for themselves or others, you can ensure your follow-up communication makes sense. For example, you might offer gift buying tips for other occasions like birthdays, rather than pushing product launches they don’t need.
Automate messages that fit their needs
Automations are a great way to stay in touch with BFCM shoppers, but they need to be carefully crafted to suit this audience. Here are some ideas:
A Special welcome for seasonal buyers
Instead of your usual welcome emails, create a series just for BFCM customers. Start with a thank you message that shows appreciation for their trust during the busy season.
Follow up with helpful tips, like gift-wrapping guides or tutorials for the product they bought. To encourage a second purchase, consider offering a discount code valid for the next month.
Keeping track of gift buyers
If a customer was clearly buying a gift, ask them for feedback. A simple “Did your grandson enjoy his Nintendo gift card? Here are some ideas for future gifts!” can go a long way in building relevance and further down the line – loyalty.
For self-shoppers, recommend related products. If someone bought a winter coat, they might appreciate receiving a campaign on matching gloves or scarves.
Re-engaging after the holidays
Some BFCM customers won’t return straight away. It’s important to further segment your new Black Friday customers based upon engagement levels from your new BFCM marketing automations.
It’ll become clear which ones are not interest (for now).
That’s where a gentle reminder can help. Send a message a few months later with a new offer or highlight how others are enjoying the product they bought.
By reconnecting when they’re ready to shop again, you stay relevant without being pushy.
Time your messages thoughtfully
Timing is everything when it comes to post-BFCM communication. If your product has a natural follow-up cycle, like a one-year anniversary, make sure this email campaign doesn’t land during next year’s Black Friday rush!
Instead, plan to send it a little earlier to ensure it gets noticed.
For those who don’t shop again within six months, consider setting up a re-engagement campaign. Something as simple as “We miss you – here’s 10% off your next purchase!” can bring them back into the fold as they are more likely to be swayed by discounts only.
Just don’t cut too much margin in chasing these pure discounter hunters!
Learn from their behaviour
Tracking how BFCM shoppers interact with your brand after their first purchase will help you refine your campaign strategy. Are they coming back to buy more? What kinds of products are they interested in?
If you notice certain channels (like social media ads) bringing in lots of one-time buyers who don’t return, that’s a sign to rethink where you’re investing if your brand doesn’t rely on acquisition alone.
On the other hand, if specific promotions create loyal customers, double down on those approaches for next year’s Black Friday campaigns.
Protect your brand and build trust
Not every BFCM customer will become a regular, and that’s fine.
The key is to avoid overwhelming them with irrelevant emails. By keeping them in a separate group, you can make sure your main audience isn’t affected by lower engagement rates.
And for BFCM shoppers who don’t respond to follow-ups, it’s better to remove them from your list until next year’s Black Friday campaign, than to risk damaging your sender reputation on BAU campaigns.
Why a thoughtful approach matters
Black Friday and Cyber Monday shoppers represent a huge opportunity, but only if you treat them with care.
By segmenting these customers, personalising your communication, and learning from their habits, you can turn seasonal buyers into valuable customers.
Or at least leave them with a positive impression of your brand for next year. Either way, everyone wins!
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