Post-Holiday Power Moves: Meta Retargeting Strategies to Bring Back Your Black Friday Shoppers

Black Friday might be over, but the party doesn’t have to stop. 

This year, Black Friday brought in a jaw-dropping $74.4 billion globally – a 5% increase year over year! 

While you might have cashed in on some of that, there’s a good chance a lot of that traffic just browsed, hesitated, or abandoned their carts.

The good news?

They’re still out there and they’re still interested. 

That means now is the time to use smart retargeting strategies to turn those window shoppers into buyers and keep the momentum rolling through the holiday season. 

Stick with me and I’ll show you exactly how to bring these ready-to-buy shoppers back, convert them, and start 2024 strong. Let’s go!

Step 1: Identify Your Black Friday Audience Segments

Alright, so we know why retargeting is a must, now let’s talk about the how. 

The key to turning Black Friday traffic into post-holiday sales gold is all about audience segmentation. 

Not everyone who visited your site is in the same boat, so blasting the same ad to everyone? Fake news. 

Instead, let’s break your audience into three juicy, conversion-ready segments:

Category 1: The Click-and-Bail Crowd

These are the folks who browsed your site, clicked on a product (or maybe a few), and then peaced out before hitting “Buy Now.” 

They’re curious, but they need a little more convincing. 

For this group, your retargeting ad could feature the products they clicked on with a nudge like, “Still thinking about this? Don’t wait too long—it’s selling fast!”

Category 2: Cart Abandoners (aka So Close, Yet So Far)

These shoppers took things a step further. They added items to their cart but didn’t follow through. Maybe they got distracted, or maybe they needed a push to seal the deal. 

Retargeting these customers with dynamic ads showing their abandoned cart items can work wonders. Throw in an extra incentive, like free shipping or a limited-time discount, to sweeten the deal.

Category 3: First-Time Buyers Turned VIP Potentials

Let’s not forget about those who did buy during Black Friday. 

Sure, they converted, but don’t let that be the end of their journey. 

This group is perfect for upselling or introducing complementary products. Did they buy a sweater? Show them the scarf that goes with it. Just bought a skincare kit? Hit them with a deal on your matching night cream.

Step 2: Segment Like a Pro Using Customers.ai and Meta Ads

Now that you know who your segments are, it’s time to identify and build those segments. 

That’s where Customers.ai and Meta Ads come in. 

Unlike the Facebook Pixel, which can miss key visitors, Customers.ai tracks and enriches your audience data, giving you the insights you need to create targeted, high-converting segments and campaigns. 

Here’s your step-by-step breakdown:

Capture More Visitor Data with Customers.ai

Forget relying solely on the Facebook Pixel, which only picks up a portion of your site visitors. Customers.ai website visitor identification identifies up to 30% more visitors, including return users and those not logged in, thanks to advanced tracking technology. 

This gives you a bigger pool to retarget and more opportunities to convert.

• What it does: Tracks customer journeys from first touchpoint to final interaction, identifying behavior, demographics, and repeat visits.
• Why it matters: You can retarget visitors who would otherwise remain anonymous to Meta Ads.

Build Your Black Friday Audience Segments

Customers.ai takes the guesswork out of audience segmentation. Here’s how to divide your traffic into actionable groups:

1. Clickers Who Didn’t Convert:
   • Identify visitors who browsed specific products or categories but didn’t make a purchase.
   • Create a segment in Customers.ai for “product viewers” and sync it directly to Meta Ads as a Custom Audience.
2. Abandoned Cart Shoppers:
   • Customers.ai tracks who added items to their cart but didn’t complete checkout.
   • Segment these users, then push this data to Meta Ads for dynamic cart abandonment campaigns.
3. First-Time Buyers:
   • Segment new customers from Black Friday and use Customers.ai to analyze their purchase behavior.
   • Build an upsell strategy for complementary products and sync it to Meta Ads for personalized follow-up ads.

Sync Your Audience Segments Directly to Meta Ads

With Customers.ai, there’s no need for clunky manual uploads. It seamlessly integrates with Meta Ads, allowing you to sync your audience segments in real-time. Here’s how:

• Go to your Customers.ai dashboard and select your audience segment.

• Click the “Sync to Facebook” button to push the data directly into your Meta Ads account.

• Your audiences are now ready to use in Custom Audiences, Lookalike Audiences, or Retargeting campaigns.

Personalize Your Campaigns

Once your segments are synced, craft campaigns that speak directly to each group. 

Customers.ai helps you identify key demographics and behavioral patterns to tailor your messaging.

• For Clickers: Show carousel ads featuring the products they browsed, paired with enticing offers like, “Still thinking about this? Grab it now with 15% off!”
• For Cart Abandoners: Use dynamic product ads that show their abandoned items with a message like, “Your cart misses you! Complete your purchase today and enjoy free shipping.”
• For First-Time Buyers: Highlight complementary products or offer exclusive discounts for their next purchase.

Track, Optimize, and Scale

Customers.ai doesn’t stop at segmentation and when combined with Meta, you can get detailed analytics on campaign performance. Use this data to:

• Monitor Conversion Rates: See which audience segments are delivering the highest ROI.
• Optimize Your Ads: Test different creatives, offers, and messaging for each segment.
• Scale Your Winners: Use Lookalike Audiences in Meta Ads to find more customers like your best performers.

When you use Customers.ai alongside Meta Ads, you’re not just running ads, you’re making your campaigns sharper, more strategic, and fully maximizing all that hard-earned Black Friday traffic!

Now let’s get into how to craft those winning post-holiday offers. 

Step 3: Craft Irresistible Post-Holiday Offers

The post-holiday period is prime time to re-engage shoppers and squeeze every ounce of value out of your Black Friday traffic. 

But customers may be a little fatigued after the shopping frenzy. That’s why your offers need to be tailored, enticing, and timed just right. 

Here are some ideas to make sure your post-holiday deals hit the sweet spot.

1. Limited-Time Discounts on Products They Loved

Remember those click-and-bail shoppers from Black Friday? 

They were interested enough to check out your products, but something held them back. Now’s your chance to close the deal with a targeted offer that feels personal.

• What to do: Offer a limited-time discount (e.g., 10–15%) on the exact product they viewed or similar items.
• How to position it: “Don’t miss out on what caught your eye! Get 15% off your favorite picks, but only for the next 48 hours.”
• Why it works: By keeping the discount small but time-sensitive, you create urgency without devaluing your products.

Example: Sephora frequently sends targeted emails to customers who browsed specific products but didn’t buy, offering a 15% discount with a clear time limit. Their emails also include product reviews or top-rated tags to build trust and encourage conversions.

2. Free Shipping on Abandoned Cart Items

For cart abandoners, the barrier to checkout might have been something as simple as shipping costs. Removing that hurdle can be the nudge they need to finish their purchase.

• What to do: Retarget these customers with dynamic ads showcasing their cart items and offering free shipping.
• How to position it: “Your favorites are waiting! Complete your order now and enjoy free shipping—today only.”
• Why it works: Free shipping is a low-cost incentive for you that can feel like a huge value to the customer, especially after the holidays when budgets are tight.

Example: ASOS sends cart abandoners a personalized email featuring their exact items left in the cart, paired with a free shipping offer. They include a bright call-to-action button that says, “Get it now with free delivery!” to make the process effortless.

3. Bundles and Complementary Products for Past Buyers

Your Black Friday buyers are a goldmine for post-holiday sales. They’ve already shown they love your brand, so why not offer them products that pair perfectly with what they bought?

• What to do: Create bundles or cross-sell complementary items (e.g., “Complete Your Set” deals).
• How to position it: “Loved your new boots? Pair them with our bestselling cozy socks and save 20% on the bundle!”
• Why it works: Offering complementary items adds value to their purchase while increasing your average order value.

Example: Apple is the master of this. After a customer purchases an iPad, Apple follows up with recommendations for compatible accessories like the Apple Pencil or Magic Keyboard, often bundling them with discounts or free engraving options.

4. Post-Holiday Clearance Sales

The post-holiday period is a great time to clear out seasonal inventory while keeping your customers engaged.

• What to do: Offer exclusive discounts on leftover holiday items or other seasonal products.
• How to position it: “Our post-holiday clearance is here! Snag your favorites before they’re gone—up to 40% off.”
• Why it works: Customers love a good deal, and you get to free up inventory space for the new year.

Example: Target’s post-holiday sales are legendary, often offering steep discounts on holiday decor, wrapping paper, and seasonal snacks. They also highlight the limited availability, encouraging shoppers to act fast.

5. Reward Programs and VIP Perks

Turn first-time or repeat buyers into loyal customers by introducing a post-holiday reward program or exclusive perks.

• What to do: Offer discounts, early access to new products, or loyalty points for future purchases.
• How to position it: “We’re spreading the holiday cheer! Earn double rewards points on all purchases this week.”
• Why it works: Loyalty programs build a long-term relationship with your customers and incentivize repeat purchases.

Example: Starbucks regularly rewards its loyalty program members with bonus stars during specific promotional periods, encouraging customers to visit more frequently and earn rewards faster.

6. Create a Sense of Urgency Without Being Overwhelming

Post-holiday shoppers are in a delicate spot. They’ve just navigated the chaos of Black Friday, and their inboxes are still recovering from an avalanche of “last chance” emails. 

The key to using urgency is to strike the right balance between motivating action but not being pushy or exhausting. Here’s how to nail it.

• Clear Timeframes: Specify the duration of the offer (e.g., “Offer ends in 48 hours”) to create a sense of urgency.
• Highlight Scarcity: If applicable, mention limited stock to encourage prompt action.
• Avoid Overcommunication: Limit the frequency of urgent messages to prevent customer fatigue.
• Provide Value: Ensure that the urgency aligns with genuine value to the customer, enhancing trust and satisfaction.

With tailored offers, a thoughtful approach, and the right sense of urgency, you can turn one-time buyers into loyal customers and drive those end-of-year sales sky-high!

Step 4: Put It All Together for Killer Post-Holiday Retargeting Campaigns

By now, you’ve segmented your audience, tailored your offers, and know exactly how to approach post-Black Friday shoppers. 

But how do you bring it all together into a killer retargeting campaign? Let’s recap the key elements to ensure your strategy is airtight and your ads hit all the right notes.

1. Leverage Your Custom Audiences

Your Custom Audiences are the foundation of your retargeting efforts. 

These include your click-and-bail shoppers, cart abandoners, and first-time buyers. Make sure you’ve uploaded or synced your segmented data into Meta Ads, so you’re ready to target each group with laser precision.

Pro Tip: Don’t forget to expand your reach with Lookalike Audiences. Meta Ads can help you find new customers who closely resemble your best performers, turning your existing data into even more opportunities.

2. Nail Your Ad Placements

Where you show your ads is just as important as who you’re targeting. 

Meta Ads offers a variety of placements, and choosing the right ones for each audience can make or break your campaign.

• Facebook Feed: Great for eye-catching carousel ads or product videos. Ideal for cart abandoners or first-time buyers who are already familiar with your brand.
• Instagram Stories: Perfect for dynamic ads that feel casual and native to the platform. Works well for click-and-bail shoppers.
• Facebook and Instagram Reels: Highly engaging for showcasing products in action or creating a sense of urgency with quick, visually compelling offers.
• Audience Network: Expand your reach by targeting users across Meta’s partner apps and websites—ideal for Lookalike Audiences.

3. Test Creatives. Then Test Again.

No matter how good your strategy is, you’ll never know what resonates most until you test it. A/B testing is your best friend here.

• What to Test:
  • Headlines and ad copy (e.g., “Your cart misses you!” vs. “Still thinking about these?”).
  • Visuals (static images, videos, or carousels).
  • Call-to-action buttons (e.g., “Shop Now” vs. “Claim Your Discount”).
• Why It Matters: Testing helps you refine your approach and ensures you’re not wasting budget on ads that don’t convert.

4. Use Creative Formats That Drive Action

Your audience segments have unique needs, so your ad creatives should reflect that. Here are some winning formats to consider:

• Dynamic Ads: Show users the exact products they viewed or abandoned in their carts. Pair these with a time-sensitive offer to drive conversions.
• Carousel Ads: Highlight multiple products or complementary items. Great for first-time buyers or showcasing bundles.
• Video Ads: Engage users with short, visually appealing clips that highlight product benefits or create a sense of urgency.

Example: A carousel ad might show a customer their abandoned cart items alongside complementary products, while a video ad could showcase glowing customer reviews to build trust and excitement.

5. Analyze, Optimize, and Scale

This is not a set it and forget it kind of thing. After all, your campaign doesn’t stop once it’s live. 

Keep an eye on performance metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Use this data to optimize your campaigns:

• Pause underperforming ads and reallocate budget to your top-performing creatives.
• Test new segments or offers to keep things fresh.
• Scale successful campaigns by increasing budgets or expanding to Lookalike Audiences.

When you put all of these elements together, you’re creating a can’t-miss retargeting strategy that is relevant, personal, and intentional. 

Don’t Let Your Black Friday Traffic Go Cold

Black Friday might be over but your opportunity to capitalize on that traffic is just getting started. 

Retargeting gives you the chance to reconnect with shoppers who showed interest, boost your post-holiday revenue, and even turn one-time buyers into loyal customers. 

But remember – the clock is ticking and those shoppers won’t wait forever. 

Whether it’s through dynamic ads, tailored offers, or upselling to your Black Friday buyers, now’s the time to act. Don’t let all that valuable holiday traffic slip through your fingers.

Start setting up your retargeting campaigns today and turn Black Friday browsers into loyal buyers tomorrow. Your next big win is just a click away!

Ready to take your Black Friday Meta retargeting strategies to the next level? Start your free trial today and get 500 contacts free!

Important Next Steps

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• Advance your marketing performance with Sales Outreach School, a free tutorial and training area for sales pros and marketers.