Every year, Black Friday and Cyber Monday (BFCM) mark the biggest shopping weekend in the world. For many businesses, this four-day period makes up a large portion of their yearly sales. In 2024, U.S. shoppers spent a record-breaking $38 billion online during BFCM, according to Adobe Analytics. Global online sales during Black Friday Cyber Monday continue to surge, highlighting the significance of BFCM sales for brands worldwide as both revenue drivers and opportunities for long-term growth.
For businesses, the challenge isn’t only about attracting shoppers with great deals. The bigger opportunity lies in what happens after the purchase. Rising consumer expectations for seamless, personalized experiences are shaping post-purchase strategies and pushing brands to deliver more tailored engagement. Millions of new customers may buy from you during BFCM for the first time, but if you don’t engage with them after the sale, most will never return. In fact, research shows that while holiday sales can increase customer acquisition by up to 80%, only about 25% of those shoppers make a repeat purchase if there’s no follow-up strategy.
That’s why a strong post-purchase plan is so important. In 2025, the brands that succeed will be the ones that see BFCM not just as a sales spike, but as the starting point of a longer relationship. Understanding consumer behavior during Black Friday Cyber events is crucial for developing effective post-purchase strategies that drive retention and loyalty. In this article, we’ll explore the most effective post-purchase strategies to keep your BFCM shoppers engaged, loyal, and coming back for more.
The work of creating a strong post-purchase experience doesn’t start on Black Friday. It begins weeks or even months before. One of the first steps is making sure your website and checkout process are technically ready. Slow websites are one of the biggest reasons shoppers abandon their carts. According to Google, if a page takes longer than 3 seconds to load, 53% of mobile users will leave. Before BFCM, test your site for speed, fix bugs, and make sure the checkout process is seamless.
Another key step is planning customer segmentation in advance. Not every shopper is the same, and their post-purchase needs aren’t either. Identifying audience segments based on behaviors and preferences, and selecting the right marketing channels to reach each segment effectively, is crucial before BFCM. For example, first-time buyers may need more education about your brand, while loyal customers may expect early access to future sales. Building these flows ahead of time allows you to send the right messages immediately after purchase.
Customer acquisition can increase by up to 80% during BFCM. Rising customer acquisition costs make it even more important to have a strong post-purchase strategy in place.
By preparing in advance, you set yourself up to engage customers smoothly once the orders start rolling in.
A seamless post-purchase experience starts with a technically optimized website. For BFCM shoppers, site speed and mobile responsiveness are non-negotiable slow load times or clunky checkout processes can quickly erode trust and send customers elsewhere. By investing in technical improvements before the holiday shopping season, retailers can reduce cart abandonment, boost conversion rates, and set the stage for repeat purchases.
Optimizing your site for speed ensures that customers can easily track orders, access support, and browse for future purchases without frustration. A streamlined, mobile-friendly checkout process not only makes the initial sale smoother but also leaves a positive impression that encourages shoppers to return. When BFCM shoppers experience a hassle-free post-purchase journey, they’re more likely to develop brand loyalty and become repeat buyers. In 2025, technical excellence isn’t just about making the sale—it’s about building the foundation for long-term customer relationships.
The first communication your customer receives after buying should not feel like a robotic receipt. Instead, it should feel warm, personal, and helpful. A simple “thank you” email that includes their name, details about their purchase, and an estimated shipping timeline can go a long way toward making them feel valued.
Communication shouldn’t stop there. Shoppers often worry about their orders arriving on time, especially during busy holidays. Sending proactive shipping updates via email or SMS not only reduces customer anxiety but also cuts down on support tickets. SMS marketing is especially effective for time-sensitive updates, creating urgency and driving fast action during BFCM. According to Narvar, 83% of shoppers expect regular updates about their orders, and businesses that provide them see higher customer satisfaction scores.
A few days after the product arrives, consider sending a follow-up message with educational content. For example, if someone bought a new blender, you might share recipes they can try. If they purchased skincare, you might send tips on how to get the best results. These messages show that you care about their experience and not just the sale, helping your brand stay top-of-mind. You can also use push notifications to keep customers engaged and informed about their order status or provide additional tips.
Finally, invite customers to share their thoughts. A quick survey or a link to leave a review not only gives you valuable feedback but also signals that their voice matters. Post purchase surveys are especially valuable for gathering immediate feedback, identifying issues, and informing future marketing strategies.
Additionally, leveraging push notifications as an extra channel for post-purchase engagement and re-engagement can boost customer retention and conversions.
Effective post-purchase communication hinges on sending the right message to the right customer at the right time. Email list segmentation allows retailers to do just that by dividing their audience based on customer demographics, purchase history, and browsing behavior. This approach enables brands to craft personalized messages that truly resonate whether it’s offering early access to new collections, exclusive deals for recent buyers, or loyalty program rewards for high-value customers.
By tailoring post-purchase emails to specific customer segments, retailers can increase engagement and drive repeat business. For example, a customer who recently purchased a skincare set might receive a follow-up email with tips for best results and a special discount on a complementary product. Meanwhile, VIP customers could be invited to join a loyalty program or receive a sneak peek at upcoming launches. Segmentation ensures that every post-purchase email feels relevant and valuable, turning one-time buyers into loyal advocates.
Not every shopper who adds items to their cart during BFCM makes it to checkout. That’s where abandoned cart recovery comes in. Studies show that nearly 70% of online shopping carts are abandoned, but well-timed recovery emails can win back up to 10–15% of those lost sales. Sending a reminder within 24–48 hours, with a clear call-to-action or a small incentive like free shipping, can nudge customers to complete their purchase. Optimizing your abandoned cart recovery strategy with targeted messaging and incentives can significantly improve your conversion rate during BFCM.
Once a customer has purchased, don’t miss the chance to increase the order’s value. Post-purchase upselling and cross-selling can be very effective during this time. For instance, if someone buys a laptop, offering a discounted laptop bag or accessories right after checkout feels natural and helpful. You can also use mix and match bundles to encourage customers to select additional products, which helps increase order value and drive sales. Shopify reports that post-purchase offers can increase average order value by 10–15% when executed correctly.
You can also extend the momentum by offering exclusive deals after BFCM. This might include a limited-time discount for their next purchase, double loyalty points, or early access to an upcoming holiday collection. Consider promoting flash sales and exclusive discounts to create urgency and encourage immediate repeat purchases. Keeping the excitement alive helps prevent customers from moving on to competitors.
When offering discounts, ensure your discount codes are simple and easy to use. Straightforward offers are more effective at building trust and driving conversions than complex tiered discounts, which can confuse customers and reduce the effectiveness of your promotions.
One of the biggest mistakes brands make is treating all BFCM shoppers the same. The truth is that personalization drives loyalty. McKinsey found that 71% of consumers expect personalized interactions, and companies that excel at personalization generate 40% more revenue than those that don’t.
Start by segmenting your new customers. You could create groups like “first-time buyers,” “repeat customers,” or “high-value spenders.” For each group, tailor your follow-up. Leverage BFCM data to create personalized campaigns for each segment, ensuring your messaging is relevant and timely. First-time buyers might appreciate more education about your brand, while high-value spenders might be offered VIP perks.
Data from BFCM purchases is also valuable for future targeting. If a customer bought a camera, you can recommend accessories like tripods or lenses. If a shopper purchased baby clothes, you might suggest related products as their child grows. Use insights from past purchases and browsing history to tailor follow-up offers, making your recommendations more relevant and increasing the likelihood of repeat purchases.
Beyond email and SMS, you can also use this data to build custom retargeting campaigns on platforms like Google and Meta. Creating lookalike audiences based on your best BFCM buyers can help you attract similar high-value customers in the future. Additionally, analyzing initial purchases can inform future marketing campaigns and optimize the customer lifecycle, ensuring you engage customers at every stage of their journey.
To create a winning post-purchase strategy, it’s essential to understand who your BFCM shoppers are and what motivates them. By analyzing customer behavior, purchase history, and demographic data from the BFCM sale, retailers can uncover valuable insights into what drives conversions and repeat purchases. This data-driven approach allows brands to design loyalty programs, personalized messaging, and targeted campaigns that align with the unique preferences of their BFCM audience.
For instance, if data shows that a segment of shoppers frequently returns for accessories after an initial electronics purchase, you can tailor post-purchase offers to encourage similar behavior. Understanding your BFCM shoppers also helps you anticipate their needs and exceed their expectations, leading to higher customer satisfaction and increased loyalty. The more you know about your customers, the better you can serve them throughout the entire customer journey long after the BFCM weekend has ended.
A one-time BFCM shopper becomes truly valuable when they turn into a repeat customer. Loyalty programs are one of the best ways to encourage this. A points-based system that rewards purchases, referrals, or reviews can motivate customers to come back. Adding tiers with exclusive perks like early access to new collections can make loyal customers feel special. Focusing on customer retention and implementing strategic retention tactics post-BFCM is essential to turn holiday shoppers into long-term, loyal buyers.
Another powerful tool is subscriptions. For products people use regularly like coffee, skincare, or pet food subscriptions provide convenience for the customer and steady revenue for the business. According to Recharge Payments, subscription eCommerce has grown by more than 65% year over year, and BFCM is a perfect time to introduce shoppers to this option. Offering subscription bundles can further encourage repeat purchases and long-term engagement by providing discounts and targeted offers.
Beyond structured programs, think about how you can foster a sense of community. Invite customers to join a private Facebook group, SMS list, or ambassador program. Encourage them to share how they’re using your products. This two-way connection makes them feel part of something bigger than just a transaction. Nurturing relationships with existing customers helps maximize the value of your BFCM efforts and supports ongoing loyalty.
And never underestimate the power of excellent customer service. A hassle-free returns process, fast response times, and proactive outreach can turn a potentially negative situation into a positive one. In fact, 96% of customers say excellent service is what makes them loyal to a brand (Microsoft).
Rewarding your most loyal customers with early access and VIP programs is a powerful way to drive repeat purchases and foster brand loyalty during the BFCM weekend and beyond. By offering exclusive deals, priority customer service, and sneak peeks at new products, you create a sense of exclusivity that makes customers feel valued and appreciated.
Early access to limited-time offers or new collections not only rewards loyal customers but also creates urgency, encouraging them to shop before items sell out. VIP programs can include tiered rewards, special birthday discounts, or members-only events, all of which deepen the customer relationship and increase the likelihood of repeat business. These strategies not only boost sales during BFCM but also turn your best customers into enthusiastic brand advocates who spread the word and return for future promotions.
Boost Loyalty with Early Access and VIP rewards
Book a quick call with our experts to see how WeSupply helps you retain top customers with exclusive offers, priority perks, and VIP programs that drive repeat purchases long after BFCM.
Trust is one of the biggest drivers of repeat purchases. If shoppers feel unsure about returns or shipping, they may hesitate to buy again. That’s why it’s important to have a clear, simple returns policy. A survey by UPS found that 73% of shoppers say the returns experience affects their likelihood of buying again. Offering free returns, when possible, builds confidence and reduces friction.
Shipping protection is another area where brands can stand out. Partnering with services that cover lost, stolen, or damaged goods ensures customers feel protected, even if something goes wrong.
Finally, during busy BFCM fulfillment, delays can happen. Being transparent about shipping timelines especially if there’s an issue shows honesty. Customers are far more forgiving when you communicate openly rather than leaving them in the dark.
Social proof is one of the most persuasive tools in marketing. People trust other customers more than they trust brands. In fact, BrightLocal reports that 91% of consumers read reviews before making a purchase, and most trust them as much as personal recommendations.
After BFCM, encourage customers to leave reviews or share their unboxing experiences on social media. A small incentive like a discount on their next order or entry into a giveaway can boost participation.
User-generated content (UGC), such as customer photos and videos, is especially powerful. Not only does it provide authenticity, but it also gives you free, relatable content to showcase in future campaigns. Featuring real customers in your emails, ads, or product pages strengthens trust and encourages others to buy.
Simplify Returns for Your Customers and Support Team
Book a quick call with our experts to see how WeSupply can help you: simplify the Return experience with just a few clicks, reduce customer service calls and manual processing, notify your customer about their refund, automate returns and reduce user error.
BFCM is known for deep discounts, but building loyalty means thinking beyond short-term price cuts. An “anti-sale” strategy focuses on keeping customers engaged without always relying on promotions. This might include highlighting your brand’s story, sharing behind-the-scenes content, or launching new products with exclusivity rather than discounts. To maximize long-term value, implement post BFCM strategies that nurture relationships and encourage repeat business beyond the initial sale.
You should also plan for upcoming shopping moments. For example, sending holiday gift guides in December or promoting “New Year, New You” campaigns in January can keep your brand top-of-mind. Offer early access to new collections or bundles as a way to reward many customers who engaged during BFCM. By reminding customers about future events, you extend the relationship beyond the BFCM weekend.
In 2025, sustainability is no longer a nice-to-have it’s an expectation. A survey by First Insight found that 73% of Gen Z consumers are willing to pay more for sustainable products. Highlighting eco-friendly practices like recyclable packaging, carbon-neutral shipping, or sustainable product lines can set you apart.
Offering print-on-demand or reusable items is another way to reduce waste while appealing to eco-conscious shoppers. Just as important is communicating these efforts clearly. Customers want to know what your brand stands for, and transparency builds lasting trust.
Every purchase during BFCM gives you valuable data. Don’t let it go to waste. After the rush, analyze your campaigns carefully. Which offers performed best? Which customer segments converted at the highest rate? Where did customers drop off? Review the performance of each BFCM campaign, paying close attention to how paid media and paid ads contributed to driving BFCM revenue.
Tracking customer lifetime value is especially important. Identify how many BFCM-acquired shoppers made a second or third purchase, and what drove them to do so. Use insights from email marketing and marketing channels to optimize future BFCM campaigns and maximize results.
The brands that win long-term are the ones that use data not only to react but to proactively plan better campaigns year after year.
Black Friday and Cyber Monday (BFCM) are all about winning customers and keeping them long after the sale. That’s where WeSupply steps in. Think of it as your all-in-one solution to make every step after checkout simple, stress-free, and even more profitable.
Here’s how WeSupply helps:
Effortless Tracking – Customers can see exactly where their order is with a branded tracking page and proactive delivery updates that cut down on “Where’s my order?” questions.
Easy Returns & Exchanges – Turn refunds into opportunities. A self-service returns portal makes it simple for shoppers, while exchanges help you retain up to 48% of revenue.
Returns Analytics – Go beyond returns processing with actionable insights:
→ Identify your most returned products
→ Understand why customers send them back
→ Spot serial returners
→ Act to reduce overall return rates
Shipping & Returns Protection – Keep profits safe with shipping protection and cashback loyalty programs that encourage repeat purchases.
Fraud Prevention – Stop policy abuse and block fraudulent returns automatically, protecting your bottom line.
Delivery Promise Dates – Just like Amazon, give customers an accurate delivery date at checkout, reducing cart abandonment and building trust.
In-Store & Curbside Pickup – Streamline fulfillment with BOPIS and curbside options that improve convenience and boost in-store traffic.
Warranty Management – Build loyalty with easy warranty registration and claims, while gathering data that improves future sales.
Integration with Review Platforms – Strengthen your brand with trusted user-generated content and seamless integrations:
→ Loox – Visual-centric reviews and referrals
→ Judge.me – Collect reviews via web, email, push & SMS
→ Stamped – Reviews, ratings, referrals, and loyalty rewards
→ Yotpo – Reviews, referrals, SMS marketing & subscriptions
→ Okendo – Showcase impactful customer reviews & UGC
→ Junip – Collect reviews across multiple channels quickly
→ Reviews.io – Display authentic text & video reviews in minutes
Revenue Maximization – Upsell products through order updates, shipment notifications, and exchanges, turning every touchpoint into a growth opportunity.
With WeSupply, BFCM success doesn’t stop at the checkout page. It’s about creating a smooth post-purchase journey that keeps customers coming back, reduces costs, and drives long-term growth.
👉 See how WeSupply can transform your post-purchase strategy, Schedule a Free Demo now.
Black Friday and Cyber Monday bring shoppers in, but true success starts after checkout.
With WeSupply, every touchpoint tracking updates, self-service returns, fraud prevention, delivery promise dates, in-store pickup, warranties, returns analytics, and integrations with leading review platforms works together to reduce costs, build trust, and keep customers engaged. By transforming returns into exchanges, protecting revenue, driving upsells through notifications, and showcasing authentic reviews, WeSupply turns one-time buyers into repeat customers.
In 2025, the brands that win BFCM won’t just focus on sales they’ll master the post-purchase experience, creating lasting loyalty and measurable growth well beyond Cyber Monday.
1. How can businesses reduce cart abandonment during BFCM?
Optimize site speed, streamline checkout, and display delivery promise dates. Shoppers expect mobile-friendly, fast experiences. Reducing friction builds trust and keeps customers from leaving during peak shopping moments.
2. What are the best post-purchase communication strategies?
Send personalized thank-you emails, proactive shipping updates, and helpful product tips. Follow-up with reviews or surveys to engage customers and boost satisfaction after BFCM purchases.
3. How can brands increase repeat purchases after BFCM?
Use segmented email campaigns, loyalty rewards, and personalized upsell offers. Subscriptions, flash deals, and VIP access also turn one-time holiday buyers into long-term customers.
4. How does WeSupply improve the BFCM post-purchase experience?
WeSupply offers branded tracking, delivery updates, self-service returns, fraud prevention, and review integrations turning every touchpoint into an opportunity for loyalty and revenue growth.
5. Can WeSupply help reduce BFCM return-related revenue loss?
Yes. With self-service exchanges, returns analytics, and fraud prevention, WeSupply helps brands retain up to 48% of revenue while minimizing return abuse.
6. Does WeSupply integrate with review platforms?
Absolutely. WeSupply connects with platforms like Loox, Yotpo, Okendo, and Reviews.io to showcase authentic reviews and user-generated content that drive customer trust and repeat sales.
7. Does WeSupply have an Official Shopify App?
Yes. WeSupply has an Official Shopify App. You can download it and start integrating with your Shopify Store.
8. Does WeSupply have an official Magento extension?
Yes, WeSupply has an official extension for Magento. The WeSupply x Magento integration allows for automating order tracking experiences, reducing customer inquiries, automating shipping email and SMS notifications, and providing a fully branded order tracking experience
9. Does WeSupply have an official BigCommerce App?
Yes, WeSupply has an official BigCommerce App. You can integrate WeSupply with your BigCommerce store to improve your post-purchase customer experience.
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