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Expert Answer • 2 min read

Should I retarget Black Friday visitors?

As an e-commerce business owner, I'm analyzing my Black Friday sales data and wondering about the potential of retargeting customers who visited my store during the holiday shopping period. I want to understand the strategic value, potential conversion rates, and best practices for re-engaging these high-intent visitors who might not have completed their purchases. What are the most effective methods to turn Black Friday browsers into actual customers in the following months?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Yes, retargeting BF visitors is one of the highest-ROAS CM ad strategies. Create an audience of BF site visitors who didn't convert, exclude BF purchasers, and target them with CM-specific offers. These visitors showed interest but needed either more time or a stronger deal.

Complete Expert Analysis

Should You Retarget Black Friday Visitors on Cyber Monday?

BF non-converter retargeting is one of the best CM ad opportunities available. These visitors browsed your store, showed real product interest, and didn't buy - likely because of price hesitation, comparison shopping, or timing. CM gives you a second chance with a fresh offer.

Building the BF Non-Converter Audience

  1. 1.Create a website visitor audience for BF (November 29) date range
  2. 2.Exclude users from the BF purchaser audience (create from purchase event)
  3. 3.Sub-segment by page type if possible: product page visitors vs homepage visitors (product page visitors are higher intent)
  4. 4.Further sub-segment cart abandoners from BF separately - they should get a cart-specific CM retargeting message

Messaging for BF Non-Converter Retargeting

For BF Cart Abandoners

"You left [product] behind on Black Friday. It's still available - and today it's part of our Cyber Monday sale. [CM offer]. Offer ends midnight."

For BF Product Page Visitors (didn't add to cart)

"Still thinking about [product/category]? Cyber Monday might be the right moment. [CM offer] - today only."

For General BF Visitors

"You browsed our store on Black Friday. Today's Cyber Monday deals might be what you were looking for. [CM offer]."

Growth Suite + BF-to-CM Retargeting

When a BF non-converter clicks your CM retargeting ad and arrives on site, Growth Suite's Trigger Campaigns can present a personalized CM offer immediately - matching the ad promise. If your ad said "20% off the shoes you were looking at," Growth Suite can serve a 20% offer specifically on the product category they browsed, creating continuity that significantly improves conversion from retargeting traffic.

Expected Performance: BF non-converter retargeting on CM typically achieves 8-15x ROAS - significantly higher than cold audiences (2-4x). Allocate 25-35% of your CM retargeting budget to this specific audience segment.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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