Turning Seasonal Shoppers into Year-Round Customers

For many brands, seasonal peaks around Black Friday, Christmas, back-to-school, or summer sales bring an influx of new customers. But, when the peak is over and demand drops, brands struggle to turn those customers into loyal, customers who purchase year-round. 

The key is to ensure that brands have a post-engagement and data-driven marketing strategy that enables them to continue the relationship. In our latest blog we delve into how brands can make this happen. 

Seasonal promotions are a goldmine for customer data provided you know how to use it. Collecting opt-in information during promotions (for example, through cashback claims, digital contests, or loyalty registrations) gives brands valuable insights into customer behaviour, preferences, and motivations. 

By segmenting these audiences based on factors such as purchase timing, product category, or offer type, brands can personalise future campaigns and deliver relevant, timely messages that drive repeat engagement. 

Once the holiday rush is over, don’t let communication drop off. Instead, follow up with personalised emails that acknowledge the customer’s recent purchase and add value. Offer tips for using the product, product suggestions, or exclusive loyalty offers. 

For instance, a customer who purchased electronics during a Christmas promotion might appreciate an early access deal on accessories or software later in the year. Personalisation is key. It demonstrates that your brand values the relationship, not just the transaction. 

Loyalty programs and reward-based campaigns are powerful tools for turning seasonal buyers into advocates. Consider offering incentives such as bonus points for repeat purchases, member-only promotions, or referral rewards that encourage continued engagement. 

Seasonal promotions shouldn’t be isolated events. Instead, brands can maintain steady engagement through micro-campaigns between peak periods. 

For example, a mid-year bonus offer, or a loyalty-exclusive discount can reignite interest and remind customers of the brand’s value proposition outside the typical shopping seasons. 

Like every marketing campaign, brands should continually analyse performance data. Understanding which promotions bring back past customers, which offers drive higher lifetime value, and which channels yield the most engagement allows brands to refine their strategies year over year. 

With the right promotional intelligence and customer insight, brands can turn the cyclical nature of seasonal shopping into a steady growth engine. 

Turning seasonal shoppers into year-round customers isn’t about pushing more discounts; it’s about creating meaningful, ongoing connections. With data-driven insights, personalised communication, and well-planned retention campaigns, brands can transform fleeting holiday traffic into loyal brand advocates.

Ready to turn seasonal buyers into loyal, year-round customers?
Get in touch with Benamic and let’s create a strategy that keeps customers active all year.