Black Friday and Cyber Monday are among the biggest sales opportunities of the year. But now that the shopping frenzy is behind us, how can businesses maintain momentum, nurture relationships with new customers, and keep the revenue flowing?

Here are strategic steps your brand can take to keep the energy alive and bring in more sales.

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1. Invest in Retargeting Campaigns - A powerful way to convert those warm leads.

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Not everyone who visited your site or online store during BFCM made a purchase. By retargeting this audience you can reengage potential customers and  maximize holiday sales.

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• Target Abandoned Carts: Remind customers of the products they left behind, paired with an incentive like free shipping, a sign-up discount, a special coupon, and more.
• Promote Best Sellers: Focus on the products that performed well during BFCM.

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 💡 Pro Tip: We believe in using dynamic ads to create a personalized retargeting experience.
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2. Leverage Data from BFCM - What did you learn?

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Your BFCM sales performance provides invaluable insights into customer preferences and behaviors.

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• Analyze Top Performers: Which products sold best, and what messaging resonated most? Use this information to shape future campaigns.
• Review Ad Metrics: Did your ads perform as expected? Identify what drove the most conversions to refine your strategy.

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💡 Pro Tip: Apply these learnings to your holiday and New Year campaigns for improved results.

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3. Engage New Customers with Post- BFCM Sale Follow-Ups 

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BFCM likely brought a wave of new customers to your brand, right? Now is the time to turn those one-time buyers into loyal advocates.

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• Send a Welcome Email Series: Introduce new customers to your brand story, values, and additional products they might love.
• Offer Loyalty Incentives: Encourage repeat purchases with exclusive discounts, early access to sales, or a points-based rewards system.
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 💡 Pro Tip: Personalize your follow-ups based on their BFCM purchases to create a tailored experience.

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4. Shift Focus to the Holiday Season 
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While BFCM is over, the holiday shopping season is still in full swing. Capitalize on the gifting mindset to keep sales flowing.

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• Launch Holiday-Specific Promotions: Highlight products that make great gifts, and create urgency with “last chance to ship” offers.
• Upsell and Cross-Sell: Suggest complementary products to customers who purchased during BFCM.

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💡 Pro Tip: The Pilothouse team recommends using festive visuals and messaging that align with your brand to maintain excitement.

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5. Strengthen Customer Relationships
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Finally, focus on building long-term connections with your audience. There is so much you can do without overwhelming your customers.

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• Send Thank-You Emails: Follow up their purchase with a heartfelt thank-you message, emphasizing your gratitude for their support.
• Offer Exclusive Perks: Surprise customers with a discount on their next purchase, early access to new collections, or a free gift for next time. 
• Engage on Social Media: Celebrate your BFCM wins with your audience and ask for feedback to show you care about their experience.
• Showcase UGC (User-Generated Content): Repost photos or testimonials from customers who have shared their purchases online. This not only builds social proof but also makes customers feel valued.
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According to Shopify, the top-selling countries during Black Friday 2024 were the United States, United Kingdom, Australia, Canada, and Germany. These markets are buzzing with eager customers, ready for more. By following some of our tips,  you can turn the post-BFCM period into a springboard for long-term success.

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‍Are you ready to maximize your momentum and keep scaling?
Let our team help you turn your BFCM wins into long-term success and prepare you for Q5 and Q1.

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