From Discounts to Loyalty: Turning BFCM Subscription Shoppers into Lifetime Customers

Black Friday and Cyber Monday have grown into a global e-commerce phenomenon. In 2025, U.S. online spending alone is expected to reach $282 billion, up 4% from 2024, while mobile commerce continues to dominate, with 69% of online purchases happening on smartphones.

For subscription businesses, BFCM 2025 isn’t just about a spike in signups—it’s a golden opportunity to build relationships that last beyond the holiday season. Many shoppers are deal-driven, but your goal is to convert them into subscribers who stick around year-round.

The secret lies in shifting focus from discounts to loyalty, with a strategy that combines value, engagement, and long-term retention.

TL;DR:

Turn BFCM subscribers into loyal, year-round customers by:

• Offering value-driven deals like extended trials, bundles, or tiered discounts 
• Delivering a seamless onboarding with tips, tutorials, and surprises 
• Using personalization to engage and recommend relevant products 
• Implementing loyalty programs to reward repeat subscriptions 
• Optimizing mobile and multi-channel experiences 
• Leveraging data analytics to refine campaigns and boost CLV

BFCM isn’t just about short-term sales—it’s the start of long-term growth.

Step 1: Craft Offers That Attract the Right Subscribers

While deep discounts generate clicks, they often attract bargain hunters who may cancel after the first month. To capture high-quality subscribers, consider:

• Extended Trials: “Subscribe now and get 2 months free” not only attracts attention but also encourages trial-to-paid conversion. 
• Bundled Packages: Pair your subscription with exclusive products or premium content. 
• Tiered Discounts: Reward longer commitments with deeper discounts—e.g., 10% off monthly, 25% off annual subscriptions. 

Example: A coffee subscription brand runs a BFCM deal: “Get 2 months free when you subscribe for 6.” Instead of a one-off discount, they also include a loyalty bonus—a limited-edition mug for annual subscribers. This bundle drives higher retention because customers value the experience beyond price.

Step 2: Deliver a Seamless Onboarding Experience

The first 30 days define whether a subscriber will stay or churn. A personalized onboarding experience can make all the difference:

• Educate: Explain subscription benefits, product usage, or service features clearly. 
• Engage: Send welcome emails, tips, tutorials, or short video guides. 
• Delight: Include a surprise bonus, early access, or an exclusive digital gift. 

Example: A skincare subscription sends new BFCM subscribers a welcome email series with product usage tips, a “30-day skin challenge,” and a surprise sample in the first shipment. Customers feel supported, which makes them less likely to churn after the first box.

Step 3: Leverage Personalization for Engagement

Personalization is key to turning deal-driven shoppers into loyal subscribers.

• Segment subscribers based on behavior and preferences. 
• Send timely reminders highlighting subscription benefits. 
• Recommend upgrades or complementary products based on user activity. 

Example: A streaming app signs up thousands of new users on BFCM. Instead of sending the same onboarding email to everyone, it curates recommendations based on signup preferences—“Love thrillers? Here are 5 must-watch series this weekend.” This tailored experience makes subscribers more engaged from day one.

Step 4: Introduce Loyalty and Rewards Programs

Discounts attract subscribers, but loyalty programs keep them engaged.

• Points Systems: Earn points for every purchase or renewal. 
• Tiered Rewards: Silver, Gold, and Diamond levels with increasing benefits. 
• Referral Incentives: Reward subscribers for inviting friends. 

Example: A meal-kit subscription introduces a points-based program: subscribers earn 100 points every time they renew and can redeem them for premium recipes. At the 6-month mark, loyal customers unlock a surprise dessert add-on. This makes subscribers look forward to staying longer.

Step 5: Maximize Customer Lifetime Value (CLV)

CLV measures the revenue a subscriber generates over their entire subscription. Maximizing customer lifetime value (CLV) ensures sustainable growth.

• Personalized Offers: Tailor promotions to user behavior. 
• Regular Engagement: Maintain communication through newsletters, updates, and surveys. 
• Feedback Loops: Collect subscriber feedback and improve the service. 

Example: A pet food subscription identifies its most active BFCM signups through purchase frequency. These high-value subscribers receive VIP perks like early access to new flavors and free shipping upgrades, encouraging them to stay beyond the standard cycle.

Step 6: Maintain Engagement Beyond the Holidays

The post-holiday period is critical to sustain engagement and prevent churn.

• Offer exclusive content, webinars, or early-access previews. 
• Launch seasonal campaigns tied to holidays or events. 
• Build a community through forums, social media groups, or events. 

 Example: A fitness app keeps BFCM subscribers engaged in January by launching a “New Year 30-Day Challenge” with progress rewards. This seasonal campaign bridges the gap between the holiday rush and long-term retention.

Step 7: Balance Discounts with Value

Discounts may bring subscribers in, but perceived value keeps them. Highlight:

• Quality Content 
• Convenience 
• Exclusivity 

 Example: A language learning subscription showcases success stories of learners who reached fluency milestones. These stories prove that the subscription delivers real, ongoing value—beyond any initial discount.

Step 8: Optimize for Mobile and Multi-Channel Experiences

With 69% of BFCM purchases happening on mobile, brands ignoring mobile optimization risk losing a large audience.

• Ensure subscription sign-ups are mobile-friendly. 
• Implement push notifications for reminders or offers. 
• Integrate loyalty programs within apps for seamless tracking.

Step 9: Use Data Analytics to Refine Strategy

Analyze churn patterns, engagement metrics, and subscriber feedback to refine offers and communication.

Pro tip: Segment high-value subscribers and run targeted campaigns for upsells or renewals.

Looking Ahead: BFCM 2026 and Beyond

To stay ahead, subscription businesses should:

• Analyze Past Data—Review BFCM 2025 results. 
• Innovate Continuously—Explore personalization, gamification, and new tech. 
• Adapt to Market Trends—Mobile commerce, BNPL, and AI-driven recommendations are growing rapidly. 

BFCM is not just a seasonal spike—it’s a strategic opportunity to build lifetime relationships.

Final Thoughts

This BFCM, don’t just chase discounts—focus on turning shoppers into subscribers who stay. With the right onboarding, loyalty rewards, and retention strategies, your seasonal spike can become year-round growth.

Looking to retain BFCM shoppers year-round? Easy Subscriptions helps Shopify merchants maximize customer retention and CLV every step of the way.

FAQs

Q1: How can I reduce churn after BFCM?
Implement personalized onboarding, maintain engagement, and leverage loyalty and rewards programs.

Q2: Should I offer big discounts for BFCM 2025 subscriptions?
Deep discounts attract subscribers, but value-driven offers, bundles, and extended trials lead to higher retention.

Q3: How important are mobile experiences?
Extremely—69% of BFCM purchases occur on mobile.

Q4: What is Customer Lifetime Value (CLV)?
CLV measures the revenue a subscriber brings over their lifetime. Maximizing CLV ensures sustainable growth.

Q5: Why implement loyalty programs?
Loyalty programs boost engagement, increase CLV, and encourage repeat subscriptions. Members spend 2.5x more than non-members.