Post-Black Friday: How to retain customers after the “sales boom”

Every year, Black Friday is a sales success on the internet. To give an idea of this year's success, according to data from Confi Neotrust, e-commerce revenue reached approximately R$ 4.76 billion. In December, mainly due to Christmas, another one of the strongest periods for online retail, it is no different. Just last year, e-commerce moved R$ 26 billion between the 1st and 25th of the year's final month. 

However, after the consumers‘ spending ’peak“ comes the challenge: how to prevent the ”flight“ of customers who only purchase during these major promotions and disappear for the rest of the year? The period following Black Friday and Christmas is decisive for digital retail, as during this ”off-peak" season, many retailers see a slowdown in traffic and fail to leverage the momentum generated at year-end to adopt strategies and keep their audience engaged.

This phenomenon is not new, but it has intensified with the growth of e-commerce and the increasingly volatile behavior of digital consumers. “Selling well is important, but the true differentiator lies in post-sales. It is at this moment that the brand must use purchase data to offer personalized communications, relevant offers, and consistent experiences. Ignoring this step is missing the chance to build a connection with those who have already shown interest,” comments Rodrigo Garcia, Executive Director of Petina Soluções Digitais, a startup specialized in sales management via marketplaces.

With this in mind, the executive listed strategies for retailers to adopt during this period:

Bet on promotions and communications”Constant promotions and the ease of comparing stores cause customers to move based on price, not loyalty. Therefore, post-sales has become one of the most strategic points for those seeking sustainable results," adds Garcia. 

”It is at this moment that the brand needs to show relevance and build trust. Sending personalized offers, providing repurchase benefits, and maintaining active dialogue are measures that make all the difference," explains Garcia.

Use and ‘leverage’ data intelligence
Beyond maintaining contact, it is essential to understand consumer behavior using the data collected during the sales peak. Information on purchasing profile, frequency, and average ticket allows for identifying repurchase opportunities and personalizing communications. Brands that utilize this intelligence can reduce customer churn and continuously increase revenue.

Leverage seasonal dates

Seasonal dates remain fundamental for digital retail, both for sales opportunities and for their ability to keep consumers active throughout the year. The period following Black Friday and approaching Christmas typically sees more intense campaigns, as does Cyber Monday itself. But the calendar is not limited to these major anchors: occasions such as Mother's Day, Father's Day, Children's Day, back-to-school, regional events, and “equal” dates like 10.10, 11.11, and 12.12 have also gained strength by stimulating planned purchases and specific promotional actions.

“Brands that structure their calendar in advance can maintain a continuous flow of communication and offers that directly align with consumer behavior, reducing dependence on major promotions and strengthening recurrence,” explains Rodrigo.

Invest in retail media
Another essential point is the use of retail media, advertising within the marketplaces themselves, which helps keep the brand prominent even after the promotional period. By segmenting campaigns based on browsing history and audience preferences, the retailer remains visible to those who have already shown interest, reinforcing the connection built during major shopping events.

Experience can be more decisive than price

With consumers being more informed and selective, the competition for attention is expected to intensify next year, as the Brazilian e-commerce sector is projected to continue expanding. A study by Americas Market Intelligence (AMI) shows that the sector is expected to grow 20% by 2026, reaching US$ 432 billion, considering purchases and payments across various segments, from retail to streaming.

“Price is still an attraction, but what builds loyalty is the experience. Brands that understand this will build more lasting and healthy relationships with their audiences,” concludes Rodrigo.