Last Minute Guide: Black Friday Weekend Customer Retention

Welcome to the final article in our 3-part series!  To recap, we’ve covered different strategies to activate the acquisition and conversion sections of your marketing funnel to help you drive more traffic and sales during one of the biggest spending weekends of the year.  

In this article, we’ll be focusing on the last part of your funnel, customer retention.  If you’ve followed our advice in the other two articles in this series you’ll likely see an increase in customers on your site during Black Friday and Cyber Monday.  Keeping those shoppers interested in your products and your brand top of mind will lead to a successful December and will set you on a course for a strong 2017.

Here is your last minute guide to Black Friday Weekend customer retention.

1.  Email Marketing

Email marketing is one of the easiest ways to retain new shoppers.  If you have a mailing list (which you should!), include an opt-in on your checkout page and watch your email list grow.  For those that are skeptics, email marketing has a 3800% ROI.  Yes, that means for every $1 spent, email marketing returns $38.  Trust us, you won’t be disappointed with your results!

2.  Reward Frequent Shoppers

Rewarding frequent shoppers is a great way to retain customers after the Black Friday Weekend has closed.  And the best part is you can send those offers to your targeted group via email marketing campaigns!  On the fence about offering these rewards?  Just a heads up: 80% of shoppers would switch stores or brands if offered a compelling promotion.  So, be sure to send frequent shoppers promotions often.  In the long run, it will pay off!

3.  Loyalty Programs

Similar to rewards for frequent shoppers, Loyalty Programs (much like an Amazon Prime membership) give customers an incentive to continue shopping with you as they’ll receive something in return (and so will you)!  In fact, 81% of customers are likely to continue doing business with brands that offer loyalty programs.  From a retention standpoint, offering this is a no-brainer.  

4.  Focus on UX

As an online retailer, your website is your physical store.  Keeping a clean, organized, informative store is key to retaining shoppers and keeping them coming back for more.  Yes, your holiday advertising campaigns are driving users to your site and helping convert those customers; however, the goal should always be to turn those conversions into long term customers who will come back to your site organically.  If a customer doesn’t have a great experience the first time they’re shopping with you, chances are, they won’t be back for more.  

5.  Customer Service

We know the holidays can be a stressful time to run an online business, but they can also be a truly rewarding time of the year as the season provides an opportunity to reach new customers and expand your brand.  Providing excellent customer service by responding to customer questions quickly and thoroughly, including detailed information about orders, and educational content marketing will go a long way in building long term relationships with your shoppers.


Although retention is a long term goal, the Black Friday Weekend provides a unique opportunity to turn increased web traffic to real committed customers.  

We hope this last minute guide to Black Friday Weekend customer retention has been helpful along with our previous acquisition and conversion articles!  If you have any other questions or comments, feel free to write us below or send us an email at