Half of U.S. Consumers Will Remain Loyal to Brands They Purchase From During Black Friday
The annual Black Friday shopping period continues to play a critical role in U.S. retail, with consumer loyalty emerging as a central factor for long-term business success. According to new research from SAP Emarsys, 50% of U.S. consumers will remain loyal to the brands they purchase from during Black Friday, with their allegiance extending beyond the holiday season. This suggests that Black Friday, while typically associated with short-term sales spikes, also offers brands a significant opportunity to cultivate enduring customer relationships.
The Increasing Importance of Personalized, Mobile-First Strategies
The study emphasizes the importance of personalized marketing and a mobile-first approach as key drivers of consumer loyalty. Among U.S. consumers surveyed, 26% indicated greater loyalty to brands that tailor their marketing efforts to individual preferences and deliver personalized experiences across various platforms. 
This shift toward personalization and omnichannel engagement reflects broader changes in consumer behavior. Mobile app usage has become a dominant factor in shopping experiences, with Black Friday and the extended holiday shopping period spanning multiple platforms, including social media channels like TikTok and Instagram. According to Joanna Milliken, CEO of SAP Emarsys, brands must engage effectively with their mobile users during Black Friday to build long-term customer relationships.
The implications are clear: brands that invest in AI-driven personalization strategies and omnichannel customer engagement are more likely to retain the consumers they attract during these high-traffic shopping periods. The rising significance of mobile-first strategies suggests that customer interactions are increasingly moving away from traditional channels and toward more personalized, app-based experiences.
Mobile Apps and Consumer Behavior
The role of mobile apps in shaping consumer purchasing decisions has become more pronounced. SAP Emarsys’ research reveals that 55% of U.S. shoppers use mobile apps as part of their buying process, with 69% of consumers more likely to use an app if it offers rewards or incentives. Furthermore, nearly half (49%) of respondents indicated they would increase their app usage if they received personalized messages.
These findings underscore the need for brands to invest in mobile app development, especially as consumers continue to prioritize convenience and personalized shopping experiences. Mobile apps are increasingly functioning as a critical touchpoint for retailers, with personalization playing a key role in driving usage and engagement.
For brands, the challenge lies in delivering not only a seamless mobile experience but also one that is customized to the needs and preferences of individual consumers. The ability to offer targeted promotions, personalized messaging, and loyalty rewards will likely determine which brands can successfully retain their Black Friday customers in the long run.
AI-Driven Personalization as a Loyalty Tool
AI technologies are also becoming essential tools in the personalization process. As consumers grow more comfortable sharing data with brands in exchange for tailored experiences, companies are leveraging AI to create targeted campaigns that meet individual preferences. This trend is particularly important during the Black Friday and holiday shopping periods, when competition for consumer attention is at its peak.
Feel Good Contacts, a leading eye care company, serves as a case study for this strategy. The company implemented a mobile-first, omnichannel approach that leveraged data insights from SAP Emarsys to deliver personalized push notifications and in-app messages. As a result, Feel Good Contacts saw a 40% increase in average basket value, illustrating the potential of AI-driven personalization to drive sales and customer retention.
The broader takeaway here is that personalization efforts are not just about securing one-time purchases; they are central to building long-term consumer relationships. Brands that can effectively utilize AI to refine and target their marketing strategies are more likely to retain customers beyond the holiday shopping season.
Sector-Specific Loyalty Trends
While Black Friday has historically been associated with large-scale electronics and tech sales, the SAP Emarsys study indicates that consumer loyalty during this period extends to several other sectors. The research shows that 53% of consumers feel most loyal to clothing and fashion brands, such as Reformation, while 43% express loyalty to consumer-packaged goods (CPG) brands, like John Frieda. Health, beauty, and skincare brands, such as Feel Good Contacts, also enjoy a high level of consumer loyalty, with 42% of respondents reporting ongoing brand allegiance.
These findings suggest that Black Friday is evolving into a multi-sector event, with brands across a wide range of industries benefiting from increased customer loyalty. The implications for retailers are significant: as consumer behavior shifts, the sectors that prioritize personalization and customer engagement will be better positioned to retain the customers they attract during the holiday shopping season.
Black Friday’s Role in Long-Term Customer Retention
The evolving nature of Black Friday also highlights its potential as a driver of long-term customer retention. The SAP Emarsys research shows that one in five U.S. shoppers plans to purchase most of their holiday gifts during Black Friday, making it a critical period for brands to engage with their customers and establish lasting relationships.
However, while deep discounts and limited-time offers remain effective tools for driving short-term sales, the research indicates that these tactics alone may not be sufficient to retain customers in the long run. Instead, brands must focus on creating personalized, meaningful experiences that extend beyond the holiday season. The ability to engage consumers with relevant content and offers, both online and offline, will likely determine which brands can convert Black Friday shoppers into loyal, repeat customers.
Direct-to-Consumer Strategies and the Future of Loyalty
Direct-to-consumer (DTC) strategies are increasingly gaining traction as brands seek to engage customers directly, without the need for third-party retailers. This approach is particularly important during Black Friday, when brands have the opportunity to connect with consumers on a more personal level and establish long-term loyalty.
The research highlights the importance of DTC strategies in fostering customer loyalty. By offering customized deals that are tailored to individual preferences, brands can create a more meaningful shopping experience. In turn, this personalized engagement drives consumer retention, helping brands build relationships that span the entire customer lifecycle.
Looking ahead, the combination of mobile-first strategies, AI-driven personalization, and direct-to-consumer engagement is likely to become even more critical for brands seeking to differentiate themselves in a competitive marketplace.
Loyalty as a Key Metric for Black Friday Success
The SAP Emarsys research provides a clear takeaway for brands: Black Friday is no longer just about capturing short-term sales. Instead, it offers a unique opportunity for brands to build long-term customer loyalty by delivering personalized, omnichannel experiences that meet the evolving needs of consumers.
As the retail landscape continues to shift toward mobile-first strategies and AI-driven personalization, brands that can effectively engage their customers during the Black Friday shopping period will be well-positioned to foster lasting relationships. In an increasingly competitive market, the ability to convert first-time shoppers into loyal, repeat customers could be the key to sustained growth and success beyond the holiday season.
Ultimately, Black Friday has evolved from a discount-driven event into a critical moment for customer engagement. Brands that recognize and adapt to this new reality stand to gain a significant competitive advantage in the marketplace.
Photo by Markus Spiske on Unsplash
