Hi,
Black Friday is all about the rush and the deals, but the Christmas season that follows is about joy, connection, and the meaning behind giving. It’s a time to focus on your customers, make them feel special, and create memories that keep them coming back.
Leading brands know how to change gears:
Our team views this as a crucial moment, and we work closely with each of our brands to guide them through this transition with clarity and consistency.
Why It Matters for DTC Brands
Change in consumer mindset: After chasing the best deals, shoppers gravitate toward brands that offer meaning beyond the price, looking for authentic and thoughtful gifts for their loved ones.
Relationship focus: While excessive discounting can erode brand value, December provides the chance to rebuild emotional connection and trust with customers.
Operational shift: The priority moves from selling volume to delivering meaningful experiences through packaging, communication, and post-purchase touchpoints.
Customer lifetime value: This period is an ideal moment to reactivate existing customers and attract new ones by deepening engagement and creating reasons to return.
How to Recover After the Discount Rush
The hardest part for young DTC brands isn’t offering discounts, it’s recovering from them and turning one-time deal seekers into loyal customers. With the holidays approaching, prioritise building relationships with your customers over transactions.
Key actions:
Segment customers: Welcome newcomers with your brand story and reward loyalists with perks instead of discounts.
Shift from discounts to storytelling: Highlight product quality, processes, and festive narratives.
Enhance the gifting experience: Use premium packaging, handwritten notes, and thoughtful touches that make each purchase feel more like a gift than a transaction.
Timing & channels: Peak shopping is mid-December; combine SMS, email, and social to guide last-minute shoppers.
Rebuild loyalty: Encourage subscriptions, loyalty perks, and post-purchase engagement.
Collect social proof: Encourage reviews, share gift stories, and use content to boost trust and retargeting.
By focusing on storytelling, meaningful experiences, and thoughtful touches, brands can transform the post-BFCM and Christmas season from a transactional sprint into a lasting customer relationship.
P.S. Keep an eye on your inbox: in our next newsletter, we’ll be sharing an in-depth report analysing the beauty industry, packed with insights to inspire your strategies for the year ahead.
Here’s to finishing the year strong!
