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Customer retention on Black Friday: how to build loyalty

As the frenzy of Black Friday approaches, businesses around the world are gearing up for the biggest shopping day of the year. The sheer scale of discounts offered on Black Friday presents a conundrum for businesses. While they may enjoy increased sales volumes, the risk is that these one-time customers may not return after the Black Friday frenzy subsides. This is where customer retention strategies come into play. Here are some strategies you can consider adopting in 2023 to make the most out of your Black Friday promotions.

Personalised shopping experiences

One key strategy for building customer loyalty on Black Friday is personalisation. Many customers appreciate when a business recognises them as an individual, rather than just a face in the crowd. To achieve this, businesses can harness the power of customer data and shopping history to offer personalised discounts or recommendations. These personalised experiences make customers feel valued and are more likely to encourage repeat visits.

Loyalty programs

Loyalty programs have proven effective in retaining customers, and Black Friday presents an excellent opportunity to introduce or promote these schemes. By offering exclusive deals or additional discounts to loyal customers, businesses can create a sense of belonging and appreciation that goes beyond the usual Black Friday frenzy.

Post-Purchase engagement

Customer engagement doesn’t end at the point of purchase. Following Black Friday, businesses should maintain communication with their customers through email marketing or social media. Offering post-purchase support, sharing helpful content, or simply expressing gratitude can help foster a lasting connection.

Exceptional customer service

Providing excellent customer service on Black Friday is paramount. With heightened demand and potentially stressed shoppers, a positive customer service experience can set your business apart. Resolve issues swiftly, be attentive to customer needs, and ensure a smooth shopping process.

Quality over quantity

While Black Friday often focuses on quantity and massive discounts, it’s crucial for businesses to maintain their commitment to quality products and services. Cheap, low-quality products may lead to a one-time sale, but quality offerings keep customers coming back.

Customer retention is about nurturing relationships and creating customers who will return long after the Black Friday excitement has subsided. By ensuring that your brand offers customers a reason to return and by actively managing your customer relationships, you can continue to scale your businesses outside of peak sale periods. 

Working on your Black Friday strategy for 2023? Read our blog to find out how to create irresistible deals that engage and capture attention during Black Friday 2023.


Picture of Donna Barton

Donna Barton

I'm Senior Performance Marketing Specialist at Digital 24. I'm an analytics nerd with a passion for diving into data. When I'm not analysing data, you'll find me working on advertising across channels including Google, Facebook, Instagram, LinkedIn, TikTok and X.