The Post Black Friday Playbook: What To Do When The Sales End
November 12, 2025
You’ve spent all this time, energy, and money (and are probably running on 2 hours of sleep) to make this your best Black Friday ever. The sale has ended, the dust has settled and now you’re standing there like a kid that lost their parent in the grocery store. So what do we do now? 👀
Well, like the friendly lady that works at the check out and helps lost children find their way back to their parents, RCM is going to guide your Black Friday moves home. Follow these 3 steps to wrap up your Black Friday sales and turn your short term wins into long term momentum.
Step 1: Review & Reflect
Channel your inner Sherlock Holmes and get investigating (magnifying glass optional 🔎). Take the time to look at all aspects of your sale and assess for:
What worked:
Your top selling products
Highest performing posts and ads
Messaging and tone of voice that resonated the most with your audience
What didn’t work:
Your underperforming content
Possible funnel leaks where you missed a sale
Offers that just didn’t land
Note what you’d do differently and make small adjustments so you can stay on track through the holiday season.
Step 2: Reconnect with Buyers
You worked hard to get your leads in the first place, don’t ghost them now. Make sure all your leads are in the funnel and that it’s running smoothly. Review your lead nurture sequence, track performance, and make any necessary tweaks to nurture your audience and encourage repeat purchases.
Remember: it's more cost effective (and smarter 🤓) to retain your customers than it is to constantly chase new ones.
Use this checklist to ensure your lead nurture sequence includes:
A thank you email or message to launch after checkout
A timed follow up message with updates, restocks, or useful information (bonus points if it’s personalized!)
Exclusive offers for upcoming launches / sales for buyers only
On social:
Repost any user generated content like photos, videos, or stories to your brand’s profile
Share real customer reviews and testimonials as social proof
Engage with your audience by replying to comments and messages
Step 3: Repurpose and Optimize for Holidays & New Years
The sale may be over, but let’s keep the momentum going. Use all your newfound insights to finish off the year strong. You know what works (and what doesn’t) now it's time to put all that intel to work in round two: Holiday Season.
The holiday season is here! Maximize your impact by:
Refreshing your best performing BFCM content, but make it 🎁 holiday 🎁
Repurposing glowing testimonials and reviews as social proof in posts, stories, or ads for your December campaign
Repackaging your best selling BFCM offers and updating them with a festive twist 🎉
✨ Bonus: The Holiday Refresh Lead Nurture Sequence ✨
Email / Message 1: The Thank You
🗓️ When: Immediately after purchase
🏆 Goal: Build excitement for their purchase & reinforce their purchase decision
💌 Content: A genuine (and personalized) thank you message, shipping updates, and a soft CTA (Follow our socials)
Email / Message 2: The Follow Up
🗓️ When: 3 - 5 days after purchase
🏆 Goal: Stay top of mind and encourage engagement
💌 Content: Tracking info, helpful info or tips to get the most out of their purchase, and upcoming offer teaser
Email / Message 3: The Exclusive Offer
🗓️ When: 10 - 14 days after purchase
🏆 Goal: Encourage a second purchase
💌 Content: Urgent and exclusive VIP offer or discount with “just for purchasers as a thank you” phrasing and a CTA linking to related products
Email / Message 4: The Social Proof
🗓️ When: 2 - 3 weeks after purchase
🏆 Goal: Build trust with your audience, reinforce brand credibility, and transition into your regular email cadence
💌 Content: Real customer reviews and testimonials with captivating product visuals, and a CTA for relevant products
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