Picture your store during the holiday season: aisles abuzz with shoppers, carts overflowing with gifts, and sales pouring in thick and fast. It’s the most wonderful (and lucrative) time of the year.
Sadly, the holiday rush will eventually fade, but what if you keep those drop-in shoppers coming back year-round?
That’s exactly what you can do by tapping into smart strategies like loyalty programs, gift cards, and personalized engagement.
Let’s find out what it takes to spread out the holiday cheer and strike lasting customer relationships that keep paying off long after the season ends.
Here are four ways to do it:
1. Leverage Loyalty Programs to Build Lasting Relationships
Holiday shoppers are always on the hunt for the best deals. For the moment, they’re primed to spend, but that doesn’t mean they’ll remember your business once the holiday season wraps up.
That’s where a well-crafted loyalty program can work wonders, turning one-time shoppers into repeat customers.
Here’s how you can make the most of your loyalty program during the holidays:
- Offer Sign-Up Incentives: When shoppers are already in the buying spirit, it’s the perfect time to invite them to join your loyalty program. Make the offer too good to resist!
Whether it’s a 10% discount on their next purchase or bonus points they can use right away, giving an immediate reward encourages people to sign up on the spot.
Pro Tip: Keep it simple. Something like, ‘Join today and get 100 loyalty points instantly’ can be enough to get new customers on board.
- Double Points on Holiday Purchases: Holiday shopping is already packed with incentives, so why not make it even more rewarding for your customers?
Offering double points during the season gives them an extra nudge to choose you over competitors. Plus, it sets them up to return when the holidays are over, eager to redeem those hard-earned points.
Cosmetics chain Ulta Beauty frequently offers double points on special occasions and events. Its members collect points faster and can redeem them for discounts or high-value beauty products, creating a cycle of repeat purchases year-round.
- Exclusive Offers for Loyalty Members: Once you’ve got shoppers into your loyalty program, keeping them engaged with personalized and exclusive deals is key. You want them to feel like they’re part of something special.
Consider offering loyalty members early access to post-holiday sales or sneak peeks of new arrivals.
Panera Bread does this well by offering its Sip Club members exclusive deals on meals and early access to new menu items. This makes customers feel valued and incentivizes them to visit regularly, not just during the holidays.
2. Turn Gift Cards into Repeat Business
Gift cards aren’t only meant for last-minute shoppers—they're a powerful tool for driving repeat business long after the holiday decorations come down.
In 2023, nearly half of US consumers said they planned to buy gift cards, citing convenience as the top reason.
That convenience isn’t just a win for holiday shoppers; it’s also an opportunity for businesses to bring in new customers and convert them into loyal, repeat buyers.
Here’s how to make gift cards work for you:
- Promote Gift Cards as the Perfect Holiday Gift: Shoppers seek easy and versatile gift options during the holiday season, and gift cards are a popular choice. You can make them even more appealing by offering added incentives.
For example, a promotion like ‘buy a $50 gift card, get $10 free’ will draw more interest because it gives both the giver and the receiver a reason to return.
A PaymentsJournal study found that 68% of consumers end up spending more than the value of a gift card, meaning that their return visit is likely to result in a bigger sale than anticipated.
- Encourage Multiple Visits: Gift cards don’t have to be a one-time transaction. When recipients come in to redeem them, give them an incentive to return by offering a discount or special offer for their next visit.
For instance, adding a coupon for 15% off on their next purchase within 30 days can create a sense of urgency, making them more likely to return sooner rather than later.
3. Personalized Engagement for Long-Term Loyalty
In today’s crowded marketplace, offering great products isn’t enough—you need to make customers feel valued.
By showing your customers that you understand their needs and preferences, you can build lasting relationships that go beyond the initial purchase.
Here’s how to use personalized communication effectively:
- Send Post-Holiday Thank-You Emails: A simple thank-you email can go a long way in making customers feel appreciated. Following up after the holiday rush with a thoughtful message shows that you care about your customers.
This is also an excellent opportunity to include an exclusive discount or offer as a token of appreciation.
According to a Gartner study, 71% of B2C and 86% of B2B customers expect companies to be well-informed about their personal information during an interaction. A thank-you email tailored to the customer’s preferences can therefore be a meaningful first step.
Even the smallest gesture can lead to increased customer satisfaction and retention.
- Personalize Offers Based on Purchase History: Use the data from holiday purchases to send targeted, personalized offers that align with each customer’s preferences.
If someone bought a winter coat, for instance, follow up with an offer on matching accessories or a special discount on upcoming spring collections.
Amazon excels at this by using purchase history to recommend relevant products to each shopper, keeping customers engaged and coming back for more. But if you’re a small business, your loyalty program can help you drill down into your customer data for this information.
- Celebrate Milestones: Recognizing personal milestones like birthdays, anniversaries with your brand, or loyalty program achievements can strengthen the emotional connection customers have with your business.
For example, you can send a special birthday discount or celebrate a customer’s first year with your loyalty program by offering bonus points or exclusive rewards.
Personalized engagement doesn’t have to be complicated. Start by sending thank-you emails, offering tailored discounts, and celebrating key milestones.
Remember, personalization pays off. 89% of leaders believe that personalization is critical to business success in the next three years.
4. Offer Exclusive New-Year Promotions
The post-holiday period can often bring a lull in sales, but you can keep the momentum going well into the New Year with the right strategies.
One of the most effective ways to do this is by offering exclusive New Year promotions that feel fresh, relevant, and exciting to customers who may have spent heavily during the holidays.
Here’s how you can capitalize on the New Year to boost engagement and drive sales:
- Create a 'New Year, New You' Campaign: The start of the year is a time for resolutions, and many shoppers focus on improving their physical and mental health, as well as their finances. A recent poll found that Americans making New Year resolutions rank finances, physical health, and mental health as their top priorities.
Your business can capitalize on these goals by offering promotions that cater to these needs.
If you sell fitness products, for instance, offer discounts on workout gear or nutrition supplements. If you are in retail, create bundles that support self-care, wellness, or financial savings.
Positioning your products around New Year resolutions creates a sense of relevance that encourages customers to keep engaging with your brand during traditionally slower times.
- Extend Holiday Promotions: Instead of cutting off all your holiday sales on December 31st, extend your deals into January exclusively for loyalty members. This rewards your loyal customers and gives holiday shoppers a reason to come back in the New Year.
Target is known for extending holiday deals into the New Year through its Clearance Run program, which allows shoppers to continue enjoying discounts and incentivizes loyalty members with exclusive offers.
From Seasonal Rush to Steady Growth: How DataCandy Can Help
The holiday season is the perfect time to bring in new customers and boost sales. Its real value comes, however, from turning seasonal shoppers into loyal, year-round patrons.
By implementing smart strategies like loyalty programs, gift cards, and personalized targeting, you can build lasting relationships that extend well beyond the holiday rush.
DataCandy’s powerful customer engagement tools make it easy to integrate loyalty programs, personalize offers, and track gift card usage—all in one easy-to-use platform.
Whether it’s boosting post-holiday sales or turning one-time shoppers into lifelong customers, DataCandy helps you turn seasonal traffic into sustainable growth.
Grow your loyalty program now
Use the DataCandy loyalty platform to boost customer engagement and drive repeat visits.
