Cyber Week is the biggest shopping period of the year. In 2024, 197 million people shopped in-store and online across the five-day stretch from Thanksgiving through Cyber Monday. On Black Friday alone, 87 million shopped online and 82 million shopped in stores—the highest in-store turnout since before the pandemic.
For mid-market retailers, those numbers represent opportunity on a massive scale. The challenge? Turning bargain-driven Cyber Week shoppers into loyal customers who stick around long after the sales end.
Research shows that up to 80% of revenue often comes from just 20% of a brand’s customers. That makes retention a far more profitable strategy than constantly chasing new traffic. Yet during Cyber Week, many retailers focus only on acquisition.
One survey found that less than half of retailers had a loyalty strategy built into their Cyber Week campaigns. That means millions of new customers walked away without a reason to return.
The takeaway: without loyalty programs, Cyber Week delivers short-term sales but not sustainable growth.
The most effective loyalty programs are simple and valuable. Points systems remain popular because they’re easy to understand. VIP-only early access to sales creates a sense of exclusivity. Referral programs turn satisfied shoppers into advocates. And experiential rewards—like event invitations or personalized services—create deeper emotional connections.
During Cyber Week 2024, one US-based fashion retailer offered double loyalty points for purchases made during the event. Not only did this boost conversions during the week, but it also drove a 25% increase in repeat purchases in January.
The takeaway: Cyber Week is the best time to highlight loyalty perks because customers are already primed to buy.
Loyalty looks different across regions. In Europe, cashback and straightforward point-based systems are most effective, as shoppers expect transparency and value. In Australia, consumers respond strongly to experiential rewards, such as exclusive access or services, that make them feel recognized. In the US, shoppers often expect layered loyalty—points plus perks—delivered across both online and in-store channels.
The takeaway: localizing loyalty strategies makes programs feel authentic and boosts adoption.
Retention doesn’t stop when the order is complete. Post-purchase emails, SMS updates, and personalized thank-you messages reinforce brand connection. Loyalty offers tied to post-purchase experiences—like bonus points for writing a review or sharing a referral link—extend engagement well beyond the initial sale.
In Australia, retailers who sent post-purchase communications within 24 hours of delivery reported higher retention rates than those who didn’t. Customers valued the follow-up and were more likely to make a second purchase.
The takeaway: loyalty begins the moment a purchase is completed, not when the next sale starts.
Maropost equips mid-market retailers with everything needed to turn Cyber Week shoppers into long-term customers:
Integrated loyalty features connect directly with ecommerce and POS systems.
Segmentation tools make it easy to tailor loyalty offers by region, behavior, or purchase history.
Automated workflows reward customers with points, perks, and personalized offers immediately after purchase.
Unified data ensures loyalty campaigns reflect true customer lifetime value.
Post-purchase campaigns keep engagement alive, driving reviews, referrals, and repeat purchases.
With Maropost, loyalty isn’t an afterthought tacked onto Cyber Week campaigns—it’s a built-in growth strategy. Retailers can capture the surge of new customers and turn them into their most valuable, long-term audience.