BFCM feels like a win, right? Orders are rolling in, carts are full, and your site traffic is through the roof.
But here’s the kicker: returns spike during this period. In 2023, AfterShip reported a 15% year-over-year increase in returns during the holiday season — outpacing sales growth.
That’s a wake-up call if you’re only focusing on sales volume and ignoring what comes after.
Add to that, first-time buyers acquired during BFCM are notoriously fickle. They came for a deal, not loyalty. If you’re not actively working to build a relationship with them, they’ll forget about you faster than the time it takes to ship their order.
The good news? You can fix this. Post-purchase strategies are your chance to turn seasonal shoppers into repeat customers, and the data proves it:
- Repeat customers spend 67% more on average than new ones.
- Increasing retention rates by just 5% can boost profits by 25%–95%.
Translation: keeping the customers you just won over the weekend is your next power move.
Personalized Follow-Ups: Start Building Loyalty Immediately
The first step in keeping BFCM buyers is showing them you’re more than just a discount factory. Personalization is how you make that happen. Forget generic “thank you for your order” emails — nobody cares.
Instead, use their purchase data to craft follow-ups that feel like they’re meant just for them:
- For first-timers: Introduce them to your brand story and make them feel part of something bigger. Offer a limited-time discount for their next purchase.
- For loyal customers: Thank them for their continued support and reward them with early access to future drops or exclusive deals.
Personalized emails perform. We’re talking 41% higher open rates and 1.53% more purchases. It’s easy math: make them feel seen, and they’ll stick around.
Loyalty Programs: Hook Them While They’re Fresh
You’ve got a window of opportunity post-BFCM to turn one-time buyers into loyalists. Loyalty programs are the secret sauce here.
Data from Yotpo shows that brands see an 89% increase in revenue from loyalty redeemers and a 164% higher repeat purchase rate.
Here’s how you do it:
- Get them in early: Send a follow-up email post-purchase inviting them to join your loyalty program. Highlight the perks — exclusive rewards, early access, and personalized offers.
- Make it irresistible: Offer double points or a one-time bonus for signing up within a week of their first order.
The goal is simple — turn that fleeting BFCM excitement into a long-term habit.
Flexible Return Policies: Turn Friction Into Trust
Let’s face it: returns are unavoidable during the holidays. But how you handle them can make or break the relationship. A clunky, frustrating return process? They’re never coming back. A seamless, customer-friendly experience? Now you’re building trust.
Here’s the play:
- Be transparent: Make your return policy easy to find and even easier to understand.
- Offer incentives: For returns, include a discount code for their next purchase to soften the blow.
Turns out, customers who have a good return experience are 82% more likely to shop with you again. Play this right, and you can turn a potential negative into a loyalty boost.
Abandonment Emails: Don’t Leave Money on the Table
Not everyone who visited your site over BFCM made a purchase. Some browsed. Some added to cart. And then, for whatever reason, they bounced. That’s okay — it’s your job to bring them back.
- Browse abandonment emails: These little nudges remind them of products they were checking out. They can drive 36.63% more revenue when done right.
- Cart abandonment emails: Include a discount code or free shipping offer to push them over the edge.
This is low-hanging fruit that brands overlook. Don’t make that mistake — go get what’s yours.
Keep the Momentum Alive Into January
The post-holiday slump is real, but you don’t have to fall victim to it. Use January to double down on engagement and keep customers excited about your brand:
- Surprise Campaigns: Drop a New Year’s flash sale or exclusive product launch.
- Community Content: Share value-packed emails or social posts that align with their interests and make them feel connected to your brand.
- VIP Perks: Reward your loyal buyers with something unexpected — like a sneak peek of an upcoming collection.
When you stay proactive, you stay top-of-mind.
Final Word
BFCM is a sugar rush, but the real win is in the follow-up. If you’re not planning how to keep these customers engaged past the weekend, you’re wasting your shot. Personalized communication, loyalty programs, smart retargeting, and a killer January strategy aren’t just “nice to haves”, they’re the difference between a quick cash grab and a brand that thrives.
The work starts now. Play it smart, and you’re not just riding the wave — you’re building an empire.
