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Black Friday’s firehose-like boost is often followed by an inevitable lull, which can be an opportunity to forge new connections. Many businesses focused on customer acquisition fail to plan for what happens next, overlooking a golden opportunity to turn new shoppers into repeat buyers.
Here are eight strategies to help you turn one-time Black Friday customers into loyal, year-round buyers.
Nail the post-Black Friday experience
Black Friday is often your first touchpoint with new customers. A good Black Friday shopping experience can be the hook that brings them back to your business year-round.
1. Manage returns and refunds with transparency
Nothing kills the joy of shopping like a painful return or refund. Modern life is full of hassles, but your customer experience shouldn’t be. Offering clear, easy return and refund policies can help differentiate your business, build trust and encourage repeat purchases.
A great way to do this is to use automated tools like Square Point of Sale (POS) or Websites to streamline refunds, returns, and exchanges. From refunds without a receipt to automatic restocking, Square POS makes this seamless for both you and your customers. Your Square website integrates with your Square POS and provides the same ease.
2. Restock strategically
Your post-holiday sales and inventory data is a goldmine for your business. Easily identify and restock bestsellers by reviewing sales data in your Square POS and Square Online Dashboard. Leverage your built-in analytics tools and reports in your Square Dashboard to forecast January demand and avoid overstocking or shortages. Treat your restocks of popular or sold-out items like newsworthy events and re-engage shoppers with targeted emails, texts and social media.
In 2024, shoppers doubled down on digital channels with online cart sizes 2X larger than in-person carts.
Why it matters:
Make sure your online checkout experience is as frictionless as your in-store one.
Source: Square
Reconnect with customers through smart email flows
The holiday season is a time of reflection and gratitude—and this applies to your business too. Use this annual slowdown to thank your customers, learn what works, and keep the conversation going.
3. Send post-holiday thank yous and feedback emails
Send gratitude via text or email and collect feedback shortly after your Black Friday and holiday sales to ensure your new and existing customers feel valued. Take it a step further by using data such as open rates and click-through rates to segment engaged and one-time buyers. This feedback loop of new information can inform your follow-up communications strategy.
4. Consider personalized product recommendations
Take your purchase data even further and thoughtfully suggest complementary products or services to shoppers in your follow-up December and January emails and texts. You can use Square Marketing or email tools to automate this workflow, working smarter, not harder, to reach your buyers.
5. Use gentle re-engagement for returns
The conversation doesn’t need to end with returns. When customers return items, use follow-up messages to suggest alternatives or offer loyalty discounts and deals. Try catchy, direct subject lines like “Get 15% off something new you’ll love.”
Purchases made through social media grew 139% in 2024, outpacing big box and department store spending growth by 4X.
Why it matters:
Make sure your social media is multitasking for your business and acting as another digital storefront.
Source: Square
Launch a reactivation campaign
Attention is your business’s most valuable currency. While you don’t want to come on too strong, you also don’t want your customers to forget you. First and foremost, no matter what you sell, you’re in the relationship business. Building lasting customer relationships takes two—and it starts with you.
6. Time it right
While you don’t want to go overboard with customer communications, don’t let the drumbeat quiet either. Strategically reach out to shoppers in late January and early February when shopping habits in the new year settle and reset. Small incentives like early access, loyalty points and personalized discounts can be a great conversation starter after the season of sales comes to an end.
7. Showcase value, not just discounts
You’re not just selling products or services. You’re telling buyers a story with every brand moment and touchpoint, big and small. Content can help bring your brand to life and keep buyers engaged. Experiment with behind-the-scenes stories, new product drops and customer highlights, and test what content resonates most with shoppers. Use storytelling to stay top-of-mind and delight your customers post-holiday season.
8. Use data to personalize
You’re more than a brand. You’re building a relationship with every customer through each interaction and sale. Your data can help you understand shoppers better and ensure they feel seen. From customer profiles to tailor-made product suggestions, you can use data to continuously elevate your customer experience. Remember that there are two humans on each end of the shopping experience—and you’re one of them. Human touch can be your edge.
The post-Black Friday period is about more than sales. It’s a year-round opportunity to build lasting relationships with your customers and keep them coming back. Perfecting thoughtful operations—from seamless returns and restocks to smart email strategies and memorable content—can turn one-time shoppers into loyal regulars.
With tools like Square POS, Square Online and Square Marketing, you can turn the post-Black Friday lull into lasting growth—and keep customers engaged all year long.
Planning exercise: Reflect for the year ahead
- What were your most popular products or services last Black Friday and holiday season? How do they match current trends? What products and services do your repeat customers purchase the most during the holiday season and year-round?
- Which types of communications engage your customers the most? Can you identify engagement trends across channels? Test different subject lines, including emojis, discounts and playful calls to action.
- What percentage of your sales last year were gift cards or made online? How many of your sales were connected to discounts or personalized recommendations?
- What story is your brand telling? How does your customer want to feel? Who are your customer archetypes and what matters most to them?
