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Black Friday

Cake’s Black Friday series: AFTERLIFE

So you survived Black Friday, now what? 

As the biggest event in retail, a lot of planning goes into making sure you maximise your reach, engagement and conversions during Black Friday, Cyber Monday weekend. Think all the hard work is over so you can sit back and relax now? Think not!


Now is a great opportunity for you to capitalise on a growing, loyal community in December and into the new year. But how do you make sure you’re retaining traffic and customers once the sales have ended?


We’ve put together some straightforward tips to focus on when it comes to that post-Black Friday downtime to make sure you’re moving forward with your online offering.

What’s your strategy for keeping the new cohort of customers converting past Black Friday? Here are 10 things you should be doing to retain those new customers you acquired over:

  1. Set up a ‘bounce back’ campaign to offer a discount code for their second purchase (make sure they have received their items first). 
  2. Chatbots on your website speed up customer service processes and combat customer frustrations – save yourself time and money by automating this step of the customer journey (also great for collecting data!)
  3. Now is a great time to review your tech stack, if you’re not on Shopify, why not? Find out more about the benefits of a Shopify platform here
  4. If you are on Shopify, are you ready to upgrade your plan?
  5. If you’ve just dropped a new collection, you can still push residual stock with relevant call to actions on the website and an easy announcement bar.
  6. Set up your email flows to follow up on purchases and offer them a discount if they submit a customer review. 
  7. Stay active on social media – this is gifting season and customers will be looking for inspiration from brands. 
  8. Retarget, retarget, retarget! Retargeting is often only spoken about in terms of getting a non-purchaser to return to your site to complete a purchase they abandoned, but you can personalise copy based on whether they’re an existing customer or not, and even choose the product that’s the most logical cross-sell.
  9. When browsing or checking out online, are your customers presented with the opportunity to sign up to your mailing list? Don’t underestimate the power of capturing email addresses ?
  10. Consider a Customer Loyalty program – these can be an incentive to purchase again from you, and the right loyalty program can increase sales because people view them as another type of deal!

We hope you have enjoyed Cake’s Black Friday series. We know the event can be very overwhelming for eCommerce brands but we find breaking it down into stages helps with the planning and preparation, ensuring you have a successful and fruitful Black Friday!


See you next year…

Headshot image of Beth

Beth Taggart

Brand Executive

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.