How to keep holiday shoppers coming back in 2025

The Christmas shopping season is a crucial time for online businesses aiming to attract new customers. However, the real challenge begins after the festivities.

Research shows that 64% of brands find shoppers acquired during the holiday period don’t stick around as long or spend as much as customers gained during other times of the year. The key to changing that? Building loyalty with rewards programs that keep customers coming back for more. Here are our top tips.

Loyalty programs for the win

The Christmas season is a perfect time to launch or enhance your loyalty program. Half of all shoppers are more likely to sign up for a program during the holidays compared to other times. That’s a huge opportunity! Offer instant rewards like loyalty points that provide them with something exciting right away, such as a discount or freebie on their next purchase. Email or text your customers about the benefits of signing up to keep their attention after the holidays, as 60% of consumers prefer to hear about loyalty programs via email and 37% prefer SMS. Make sure to showcase the program clearly on your website and at checkout to catch everyone’s eye.
Tiered loyalty programs can take customer engagement to the next level. Offering better perks for higher levels, like extra points, exclusive discounts, or premium customer service, gives shoppers something to strive for. Making progress visible, such as showing how close they are to the next tier on your loyalty page, can nudge them to make another purchase.

Keep it personal

Shoppers love a personal touch, and it’s a major factor in building loyalty. Over 70% of consumers say they’re more likely to return to a brand that sends personalized messages or offers. Highlight how many loyalty points they’ve earned, show them what they can unlock next, or recommend products based on their past purchases. These small but meaningful gestures help customers feel valued and give them a reason to come back. For instance, personalized emails about how close they are to their next reward or tier can create that extra push to keep shopping through the New Year.

Very important people

VIP perks are another powerful way to retain customers. Around 80% of shoppers say exclusive offers, like early access to post-holiday sales or special products, would motivate them to stick with a brand. Rolling out the red carpet for loyalty members — like giving them first dibs on limited-time Christmas items or sneak peeks at New Year’s collections — makes them feel special. Shopify Plus stores, for example, can easily set up these VIP perks to create a sense of exclusivity that keeps customers loyal.

Free shipping is compelling

Free shipping is still a game-changer. Research shows that 81% of consumers are more likely to make repeat purchases from a brand that offers free delivery. While offering it across the board may not be practical, tying free shipping to loyalty memberships or specific loyalty tiers is a smart way to balance costs while keeping customers happy.
Points, points, points

If you want to keep the momentum going without constantly cutting prices, run double or triple points events during peak holiday times. These promotions let shoppers rack up points faster, making them more likely to return to redeem their rewards. Not only does this encourage repeat purchases, but it also shifts the focus away from discounts and toward long-term value.

Refer a friend

Referral programs are a simple yet effective way to turn happy holiday shoppers into your best marketers. Research shows that 78% of people who have a good Christmas shopping experience are willing to recommend the brand to their friends and family. Reward both the referrer and their friend with discounts or loyalty points, making it a win-win. Post-purchase emails are a great place to promote your referral program, so customers are reminded to share their positive experiences.

Values matter

Customers today also care about a brand’s values. About 73% of shoppers say they’re more likely to stick with brands that align with their beliefs. You can integrate this into your rewards program by letting customers redeem points for donations to causes they care about, like sustainability or community projects. For example, letting customers trade in points to plant trees or support local charities shows you care, creating a stronger emotional connection that builds loyalty.

Get back in touch

Don’t underestimate the power of follow-ups after Christmas. Post-purchase emails can highlight how many points a customer earned, offer time-limited discounts, or suggest ways to earn more points, like leaving a review or completing a survey. Surprise emails with extra rewards, like bonus points or free shipping, also keep your brand top of mind and encourage another purchase.

Finally, tracking and analyzing your loyalty program’s performance helps you refine your approach. Metrics like repeat purchase rate, loyalty points redemption rates, and customer retention rates provide insights into what’s working and what needs tweaking. For instance, if redemption rates are low, you might need to make rewards more appealing or promote the program more effectively.

Holiday shoppers don’t have to be one-time buyers. By focusing on customer retention through strategies like personalized communication, exclusive perks, free shipping, and referral programs, you can turn seasonal shoppers into loyal customers who keep coming back all year round. Investing in loyalty programs isn’t just about retaining customers — it’s about creating a community that values and supports your brand.