Black Friday. Cyber Monday. The two days that can make or break an ecommerce brand's entire year. The rush is intoxicating: orders flooding in, revenue spiking, and conversion rates hitting all-time highs.
But here's the sobering reality: 81% of BFCM customers will never return for a second purchase.
They rush in for discounts, fill carts with deals they can't resist, and then disappear into the digital ether just as quickly as they came. Most brands celebrate the spike in orders during the weekend...and then wake up in January to deafening silence. No repeat buyers. No brand loyalty. Just a long list of one-time transactions gathering dust in their CRM.
It's time to realize that BFCM isn't the finish line. It's the starting line.
The brands that scale into 7 and 8 figures are the ones that know how to take that once-a-year flood of bargain hunters and transform them into year-round, loyal customers.
The secret weapon? Strategic email flows designed specifically for post-BFCM lifecycle marketing.
Think about your typical BFCM customer journey: A shopper discovers your brand through a 40% off Facebook ad, adds three items to their cart, completes checkout in under two minutes, and then...nothing. They got what they came for at the price they wanted, and now they're gone.
Most BFCM shoppers are price-elastic customers who are willing to buy when the value equation works for them.
That's why brands need to take action during the critical gap between that first discounted purchase and when a customer decides whether your brand is worth coming back to at full price.
Brands treat their post-BFCM email strategy like a standard welcome series. They send a generic "thank you for your purchase" email, maybe a review request, and then throw these new customers into their regular newsletter rotation hoping something sticks.
That approach is leaving millions on the table.
Instead, successful brands understand that BFCM customers require a completely different nurture strategy. One that bridges the gap between discount-driven first purchases and full-price loyalty.
Your BFCM customers just stocked up on consumables—skincare products, supplements, coffee, pet food—at deep discounts. They're satisfied with their purchase, but here's the thing: they're going to run out eventually, and when they do, you want to be the first brand that reminds them to restock.
The Replenishment Reminder flow doesn't just send a basic "time to reorder" email. Instead, it creates a personalized restocking experience that makes repeat purchasing effortless.
The flow works like this:
And with the Repeat Cart, instead of making customers hunt through your entire catalog again, you can present them with exactly what they bought before, making the reorder process as frictionless as possible.
Pro tip: Add the Replenishment Reminder Banner to other email campaigns you're sending to these customers. This creates multiple touchpoints for them to easily reorder without feeling overwhelmed by sales messages.
Here's what most brands miss: customers who purchase consumables during BFCM are actually prime candidates for subscriptions. They've already proven they use the product regularly (that's why they bought it during the sale), and they're price-conscious (that's why they waited for a discount).
The key is timing your subscription pitch perfectly and framing it around convenience and savings, not just recurring revenue.
This flow identifies customers most likely to subscribe based on their purchase behavior and reaches out at the optimal moment with personalized subscription recommendations.
The strategic approach:
The magic happens in the Repeat Cart, which automatically populates with subscription recommendations for products customers are most likely to commit to long-term.
You're not selling them a subscription. You're selling them convenience and peace of mind. These customers already proved they want your product; now you're just making it easier for them to never run out.
Pro tip: Always include a one-time repurchase option alongside your subscription offer. It might feel counterintuitive, but offering this alternative actually demonstrates your understanding of different customer needs and preferences. Some customers aren't ready for commitment but are ready for convenience, and giving them choice builds trust that can lead to subscription conversion later.
BFCM customers often purchase with a narrow focus—they came for one specific deal. But their purchase history reveals opportunities for expanding their relationship with your brand through complementary products.
Don’t blast them with your entire catalog. Instead, use their purchase data to identify what they're most likely to buy next, and present those recommendations at the moment when they're most receptive.
Here's how it looks:
The Predicted Products functionality ensures you're not guessing what they might want. You're leveraging data from customers with similar purchase patterns to make highly relevant recommendations.
Include a dynamic replenishment block in these emails so customers can easily repurchase their favorites while discovering new products. You're simultaneously encouraging repeat purchase and expanding basket size.
This is the flow most brands overlook, but it's crucial for converting discount-driven BFCM customers into full-price loyalists.
Your BFCM customers bought at 30-50% off. They have no frame of reference for your brand's value at full price. If the next time they hear from you is a full-price promotion, sticker shock can kill any chance of a second purchase.
The solution is a strategic sequence that demonstrates your brand's value beyond price:
By the time you present them with a full-price offer, they understand why your products are worth the premium.
The 2025 BFCM planning season is well underway, and smart brands aren't just thinking about how to acquire more customers. They're building the infrastructure to keep them.
Here are your immediate next steps:
The brands that will dominate 2025 are the ones building systems to turn those discount hunters into lifelong customers.
Don't let 81% of your BFCM customers disappear into the void. With Stamped's lifecycle marketing tools, you can build the automated email flows that transform one-time bargain hunters into repeat buyers and loyal subscribers.
We're offering limited time BFCM pricing for new Stamped customers. Offer ends September 30th.
Reviews or Loyalty → just $299/mo
Lifecycle → $499/mo
Bundle any products together → $499/mo total
Your BFCM success shouldn't end on Cyber Monday. Book a demo today and make it the beginning of something bigger.