Turn Black Friday Shoppers Into Repeat Customers | Endear Blog

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The 2-2-2 Strategy: Turn BFCM Shoppers into Year-Round Customers
================================================================

The holidays bring new customers, but what happens afterwards? The 2-2-2 strategy uses three simple touchpoints to turn holiday shoppers into loyal, repeat buyers.
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![They bought during BFCM. Now What?](/_next/image?url=https%3A%2F%2Fimages.prismic.io%2Fendear%2FaOk7g55xUNkB11Wy_2-2-2FollowUp-2-.png%3Fauto%3Dformat%2Ccompress&w=1280&q=75)

Written by

Philip Marshall, Marketing Associate @ Endear

[](mailto:?subject=Turn%20Black%20Friday%20Shoppers%20Into%20Repeat%20Customers&body=Learn%20the%202-2-2%20follow-up%20strategy%20to%20convert%20BFCM%20shoppers%20into%20year-round%20customers.%20Simple%20touchpoints%20at%202%20days%2C%202%20weeks%2C%20and%202%20months%20drive%20loyalty.%20https%3A%2F%2Fendearhq.com)

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#### Download the 2-2-2 Cheat Sheet (PDF)

Get our beautiful one-page cheat sheet to guide your holiday follow up. Print it, post it in your store's break room, and make sure everyone on your team knows when to reach out.

Download Now

Black Friday and Cyber Monday are almost here. You've prepped your inventory, trained your team, and built out your holiday promotions. You're ready for the rush. But here's the thing most retailers forget: **what happens to all your new customers after BFCM is over?**   

These customers could be your January, February, and March foot traffic – if you stay in touch.  
  
**Here's where clienteling comes in.** Store-level outreach (aka clienteling) drive conversion rates up to [40x higher than traditional marketing](https://endearhq.com/bfcm-recap-2024). Think of it as marketing's complement, not competitor— HQ sends mass outreach, stores send personal messages. While customers are getting bombarded with generic promo emails from every brand, your personal touchpoints help you stand out. Together, it's the 1-2 punch your follow-up strategy needs.  
  
It doesn’t take rocket science to follow up with your customers. Just a simple, repeatable framework like the **2-2-2 approach**: 2 days, 2 weeks, 2 months. Let's break down exactly what it takes to execute this 2-2-2 strategy and turn those holiday orders into repeat customers. 

The 2-2-2 Follow-Up Strategy
----------------------------

### 2 Days: Send a Thank You Message 

**Why it matters:** Two days after their purchase, your customer is still in that post-shopping glow. They're excited about what they bought, and they're paying attention to your brand. This is your moment to make them feel seen and appreciated, not sold to.  

A simple thank-you message does three things: 

*   It reinforces that they made a good choice
*   It opens the door for a conversation
*   It starts building a relationship beyond the transaction  
    

This isn't about pushing another sale. It's about showing you're a real person who genuinely appreciates their business.  
  
**By the Numbers:** During [last year's BFCM](/bfcm-recap-2024), brands using a 2-day thank you campaigns saw an average conversion rate of 6.6% and a 3.18% reply rate. That's an exceptional result considering that these messages aren’t even about making a sale. 

#### Example Message:

"Hi Maria! This is Alex from Willow Boutique. Just wanted to say thank you for shopping with us on Black Friday. That leather jacket is going to look amazing on you! If you have any questions about care or styling, you have a direct line to me here. Can't wait to see how you wear it!"

### 2 Weeks: Check In (And Catch Returns Before They Happen)

**Why it matters:** Around the two-week mark, your customer has had time to actually use what they bought. This is prime time to check in and see how they're liking it.   

A 2-week check in message does three things: 

*   It shows that you care beyond the transaction
*   It keeps your brand top of mind during the holidays
*   It helps you catch potential returns and turn them into revenue  
    

That last bullet point is huge.   

Holiday shoppers are especially prone to returns: they bought quickly, maybe didn't try things on, or grabbed something that wasn't quite right. But a return doesn't have to mean lost revenue. If you catch it early and help them find something that _does_ work, you've just turned a return into a loyal customer who knows you actually care.  

**By the Numbers:** 2-week follow-up campaigns typically see a 2.57% reply rate and 3.24% conversion rate. When you catch issues early and show you care, customers respond. 

#### Example Message:

"Hey Maria! How's that leather jacket working out? I've been styling mine with oversized scarves lately and getting so many compliments. If the fit isn't quite right or you need a different size, just let me know. I'm happy to help you find the perfect piece!"

### 2 Months: Invite Them Back

**Why it matters:** By February, the holiday buzz is long gone. Traffic slows down, and all those customers you acquired in November and December? Many of them have disappeared. This is where the smart retailers separate themselves from everyone else.  

The two-month mark is your window to bring them back before they forget about you entirely. With this follow up, you can: 

*   Share new arrivals that fit their style 
*   Offer them an exclusive discount
*   Invite them to schedule a styling appointment   
    

This invitation back should feel natural and casual, like hearing from a friend, not a generic blast.  

**By the Numbers:** Customers who receive personal outreach like the 2-2-2 flow with Endear make repeat purchases 24% faster than those who never hear from you. That means your BFCM customers could be back in your store by late January instead of March — exactly when you need them most.

#### Example Message:

"Maria! We just got in some spring pieces that feel very _you_ based on what you grabbed during the holidays. Would love to show you, and if you want, you can book a styling appointment directly with me. Interested?"

Tips for Making the 2-2-2 Strategy Work
---------------------------------------

### 1\. Collect Contact Info from the First Purchase

This might seem obvious, but it's critical: you can't follow up if you don't have a way to reach them. Make sure you're collecting phone numbers and emails at checkout—both online and in-store. Phone numbers are especially valuable because SMS messages get opened way more than emails.   

**Pro tip:** Offer a digital receipt with an exclusive discount code to incentivize customers to share their email at checkout.

### 2\. Automate Touchpoints (So Your Team Isn't Overwhelmed)

Let's be real: your team is going to be swamped during the holidays and exhausted afterward. Manually following up with every single customer? Not happening. That's where automation comes in.  

With a CRM like Endear, you can set up [automated messages](https://endearhq.com/campaigns) that go out at the right time—2 days, 2 weeks, 2 months—without your team lifting a finger. The messages still come from individual team members (not a generic "noreply" email), so they feel personal and human. Your customers get the attention they deserve, and your team doesn't burn out trying to keep up.

![Personalized bulk conversation sent with Endear](/_next/image?url=https%3A%2F%2Fimages.prismic.io%2Fendear%2F64beaee0-12d7-4830-a006-b283b8de167a_campaigns-email-hero%2B%25281%2529.png%3Fauto%3Dformat%2Ccompress&w=1280&q=75)

Automated Clienteling Campaign

Not ready to fully automate? You can still make life easier for your team by serving everything up on a platter — they just have to review and hit send. Set up your CRM to automatically create customer lists for follow-up (everyone who purchased 2 days ago, 2 weeks ago, etc.) and include suggested templates. Your team can personalize as needed and send with one click. It's the best of both worlds: efficiency without losing the human touch.  

**Pro tip:** Set this up now, before the rush hits**.** That way, when orders start flooding in, your follow-up strategy is already running in the background.

### 3\. Monitor Your Inbox (And Reply to Every Response)

Here's the catch with automating personal messages: it only works if your team actually monitors their messages and replies when customers write back. If you're sending automated texts or emails from individual team members, train your team to check their inbox regularly and respond to customer replies.  
  
With a CRM like [Endear](https://endearhq.com/), customer responses automatically route to the right team member for a quick reply. Plus, managers can monitor the team inbox to catch any messages that haven't been answered, so no customer gets left on read.  
  
Why is this important? Because when a customer replies to what feels like a personal message, they expect a personal response. If they get crickets, you've just broken the trust you worked so hard to build. Make it clear to your team: these aren't "set it and forget it" messages. They're conversation starters.

### 4\. Measure Your Results

You can't improve what you don't track. Set up a system to measure how your follow-up strategy is performing. Here are some key metrics to watch:

*   **Response rate:** What percentage of customers are replying to your messages?
*   **Second purchase rate:** How many customers who receive your follow-ups make a second purchase within 90 days?
*   **Average order value:** How does average order value compare when a customer receives a follow up versus when they don’t receive one?
*   **Time to second purchase:** How long does it take for customers to come back?  
    

**Benchmarks to aim for (based on [Endear’s latest report](https://endearhq.com/2025-clienteling-benchmarks)):**

*   54.63% email open rate
*   0.80% email reply rate
*   2.44% email conversion rate
*   6.77% SMS reply rate
*   5.41% SMS conversion rate  
    

If you're hitting or exceeding these numbers, you're on the right track. If not, test different messaging, timing, or offers to see what resonates with your audience.  
  
**Pro tip:** If you want to see tailored benchmarks for your specific industry, check out our [2025 Clienteling Benchmarks](https://endearhq.com/2025-clienteling-benchmarks) report.

The Real Game Starts After BFCM
-------------------------------

Black Friday and Cyber Monday are exciting, but for smart retail brands, they're just the beginning. The retailers who thrive long-term aren't the ones who acquire the most customers during the holidays, they're the ones who keep them coming back in January, March, and beyond.  

The 2-2-2 follow-up strategy is simple, but it works because it's built on something most brands forget: relationships. When you thank your customers, check in on them, and invite them back in a way that feels personal and genuine, you're building genuine loyalty.  

So this year, don't let your holiday shoppers disappear into the January void. Set up your follow-up strategy now, before the rush hits. Follow up, stay connected, and turn those one-time buyers into lifelong customers. Your future self (and your Q1 revenue) will thank you. 

Ready to set up your 2-2-2 follow-up strategy? Book a demo and we'll show you how to put it on autopilot before BFCM.
=====================================================================================================================

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Latest posts in Retail Strategy
===============================

1.  [The Secret to Winning Gen Z Holiday Shoppers: Gift Cards](/blog/winning-gen-z-with-holiday-gift-cards)
2.  [5 Gen Z Shopping Trends Retailers Should Know for the 2025 Holiday Season](/blog/gen-z-holiday-shopping-trends)
3.  [Winning the Retail Holiday Season Part Three: The VP of Stores](/blog/winning-the-retail-holiday-season-vp-of-stores)
4.  [Winning the Retail Holiday Season Part Two: The Head of Retail Operations](/blog/winning-the-retail-holiday-season-head-of-operations)
5.  [Winning the Retail Holiday Season Part One: The Director of Retail](/blog/winning-the-retail-holiday-season-retail-directors)

[#bfcm](/blog/tags/BFCM)

[#retainholidayshoppers](/blog/tags/retain%20holiday%20shoppers)

Written by

Philip Marshall, Marketing Associate @ Endear

[](mailto:?subject=Turn%20Black%20Friday%20Shoppers%20Into%20Repeat%20Customers&body=Learn%20the%202-2-2%20follow-up%20strategy%20to%20convert%20BFCM%20shoppers%20into%20year-round%20customers.%20Simple%20touchpoints%20at%202%20days%2C%202%20weeks%2C%20and%202%20months%20drive%20loyalty.%20https%3A%2F%2Fendearhq.com)

SHARE THIS ARTICLE

Learn from the best - subscribe to our clienteling newsletter now.
==================================================================

Latest posts in Retail Strategy
===============================

1.  [The Secret to Winning Gen Z Holiday Shoppers: Gift Cards](/blog/winning-gen-z-with-holiday-gift-cards)
2.  [5 Gen Z Shopping Trends Retailers Should Know for the 2025 Holiday Season](/blog/gen-z-holiday-shopping-trends)
3.  [Winning the Retail Holiday Season Part Three: The VP of Stores](/blog/winning-the-retail-holiday-season-vp-of-stores)
4.  [Winning the Retail Holiday Season Part Two: The Head of Retail Operations](/blog/winning-the-retail-holiday-season-head-of-operations)
5.  [Winning the Retail Holiday Season Part One: The Director of Retail](/blog/winning-the-retail-holiday-season-retail-directors)

[#bfcm](/blog/tags/BFCM)

[#retainholidayshoppers](/blog/tags/retain%20holiday%20shoppers)

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