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Nick puts it simply:
Too many brands run massive Black Friday campaigns… then pull the plug the moment Cyber Monday ends.
The truth?
Black Friday isn’t the end.
It’s the start of your biggest opportunity window.
By this point, you’ve already paid for traffic.
You’ve already attracted attention.
People have already shown interest.
So why waste it?
Three Types of Shoppers You Must Follow Up With
After Black Friday, you don’t just go back to “business as usual.”
You focus on who just engaged with you.
Nick highlights three groups:
1. Black Friday–Only Buyers
These customers only buy during sales.
They’re new. They don’t know your brand yet.
Your goal?
Turn them from bargain hunters into repeat customers.
How?
Recommend complementary products.
Bundle offers.
Invite them into your ecosystem.
This is where email tools like Seguno come in — helping you follow up intelligently using campaign engagement data.
2. High-Intent Browsers
These people didn’t buy… but they almost did.
They visited multiple times.
They added it to the cart.
They checked reviews.
That’s not rejection — that’s hesitation.
Now’s your moment to:
• Show social proof
• Push testimonials
• Offer bundles or reminders
• Remove doubts
Don’t let them disappear.
3. Silent VIPs
These are returning customers who engaged but didn’t purchase this time.
This is where smart brands go personal.
Some of Nick’s clients actually reach out one-on-one:
“Hey — we noticed you haven’t ordered in a while. Everything okay?”
Sometimes it’s a bad experience.
Sometimes it’s price.
Sometimes life just happens.
Either way — this group is worth winning back.
Your SEO Gold: Don’t Trash It
Nick also touches on something most brands overlook…
Your Black Friday backlinks.
During Black Friday, blogs, deal sites, influencers — everyone links to your offers.
If you delete or deactivate those pages after the sale?
All that SEO value hits a dead end.
Instead:
• Redirect expired Black Friday pages
• Keep a live Black Friday hub
• Create a Black Friday 2026 landing page now
• Start collecting emails early
It’s part of Nick’s “secret sauce” — building authority before the season even starts.
The Sales Tax Reality Most Stores Ignore
Another critical point:
Big sales weekends can trigger new tax obligations.
In the US especially, crossing state revenue thresholds (= “nexus”) means you’re suddenly required to collect and file sales tax there.
Nick highlights how tools like TaxCloud make this easier by:
• Tracking thresholds
• Handling compliance
• Managing multi-state filings
Not the fun stuff — but the stuff that saves your business.
The “Bottle of Wine Project” Strategy
Nick jokes about this, but it hits.
Some tasks are boring.
Some are complex.
Some make you want to avoid them.
So instead, call it your Bottle of Wine Project.
One quiet night.
A drink of choice.
Your sales data.
Your tax reports.
Your follow-up strategy.
And just get through it.
Because how you handle the aftermath matters more than the hype.
Black Friday Isn’t Over — Unless You Let It Be
The brands that grow fastest aren’t the ones with the biggest discounts.
They’re the ones that:
• Follow up properly
• Retarget smarter
• Build for long-term customers
• Prepare for next year… now
Black Friday may only last a weekend.
But the opportunity?
That lasts all year.
Check out the full podcast here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital.