Despite a large age gap across Gen Z and Millenials, their spending habits do overlap, prioritising their spending habits based on ethics and sustainability
October 16, 2025
December is a marketer’s dream: tills ring, carts overflow, and databases burst with new customers. But when the festive lights dim, so does engagement - making it the perfect moment to activate seasonal loyalty campaigns that keep the momentum alive.
Many of those seasonal shoppers never return - unless your seasonal loyalty campaigns give them a reason to stay connected.
That’s where seasonal loyalty campaigns come in. These are not just “thank-you” gestures or clearance deals; they’re structured strategies to extend the emotional connection forged during the busiest months of the year.
According to the British Retail Consortium, post-holiday retention is one of the biggest predictors of annual revenue stability, making January and February prime time for loyalty activation.
Partner with Loyalty Works to create measurable post-holiday retention
High-traffic sales periods like Christmas and Black Friday bring in floods of new customers - but research shows up to 70% never make a second purchase.
The festive period delivers acquisition; Loyalty Works helps brands turn that into retention.
A well-executed post-holiday strategy can:
It’s about keeping the conversation alive - not just selling, but sustaining.
Start the new year with gratitude. Send personalised thank-you emails that reflect customers’ recent purchases, using loyalty data to tailor recommendations.
Case Study: Wella RED (Salon Loyalty Programme)
Loyalty Works designed a personalised reward structure for Wella RED, recognising salons for their December purchases. Each salon received bespoke incentives based on spending behaviour, encouraging early re-orders in January and improving repeat sales by over 18%.
Encourage return visits through urgency. Offer double points or exclusive perks for purchases within the first month after Christmas.
Case Study: Superdry Seasonal Engagement
Loyalty Works supported Superdry with a tactical post-peak incentive campaign that rewarded online shoppers with extra loyalty credits for purchases made in January. The result: higher engagement and reduced drop-off after Boxing Day.
When discount fatigue sets in, shift to storytelling. Share how your brand added value during the holidays and what’s next for customers.
For example, showcase user-generated content from Christmas campaigns or feature loyalty members’ stories. Emotional connection fosters community - and repeat behaviour.
Turn festive shoppers into advocates. Offer incentives when they refer friends or family who also make purchases.
Case Study: Premier Paper
At a major trade event, Loyalty Works launched a “Spin-to-Win” gamified campaign for Premier Paper. The activation encouraged both referrals and engagement, leading to a 28% uplift in new sign-ups for their loyalty platform - proof that gamification and advocacy work hand in hand.
Post-holiday audiences are diverse. Some bought gifts; others self-indulged. Segment these groups to deliver tailored offers.
Pro Tip: Loyalty Works design tools that help brands analyse purchase behaviour and automate personalised offers based on spend tiers, product types, and engagement frequency.
January presents a golden opportunity for re-engagement. Introduce a Loyalty Boost campaign - extra points, instant-win challenges, or surprise rewards for early-year purchases.
Case Study: Wella Store “12 Days of Christmas” Campaign
Loyalty Works helped Wella Store gamify its December activity through a 12-day advent reward calendar. Customers unlocked prizes daily after making qualifying purchases, creating excitement that carried through to January. The result: consistent engagement across the seasonal boundary.
Gamification keeps engagement fun after the chaos of the sales.
Ideas include spin-to-win promotions, streak challenges, and reward-unlock milestones.
Loyalty Works’ gamification engine enables brands to run light-touch, rewarding experiences without fatigue, capturing data, driving repeat activity, and building emotional connection.
Today’s customers crave experiences, not just discounts. Offer exclusive access, early-bird events, or charity-linked rewards.
Case Study: IBMG (Independent Builders Merchant Group)
Loyalty Works created a points-based programme rewarding both trade and retail customers with experience-led prizes - from branded merchandise to exclusive hospitality tickets - encouraging sustained loyalty across multiple brands under the IBMG umbrella.
Predictive analytics identify when customers are likely to re-purchase - allowing you to send offers at the right time.
Through Customer Retention Strategies, Loyalty Works helps brands analyse purchase cycles, ensuring perfectly timed re-engagement before customers drift away.
Automation keeps engagement consistent and scalable.
Trigger rewards for milestones, birthdays, or points expiry reminders.
Digital Reward Platforms from Loyalty Works allow you to build always-on journeys that strengthen relationships beyond the sales season.
Measure your post-holiday loyalty success using:
Loyalty Works dashboards make it simple to monitor these in real time and demonstrate ROI to stakeholders.
Relying solely on discounts - it devalues the brand
Sending generic “Happy New Year” messages without relevance
Ignoring mobile-first engagement
Over-gamifying campaigns and causing fatigue
At Loyalty Works, we help brands design loyalty experiences that last beyond the season:
Whether you’re looking to retain new customers after Black Friday or launch a post-Christmas campaign that shines, our team ensures your loyalty strategy works - every time.
Learn more on our Services Page or explore our Case Studies.
Personalised “thank-you” emails and reactivation messages
January-only double points or loyalty boosts
Light-touch gamified experiences
Experiential or emotional rewards
Automated engagement journeys
Real-time reporting via Loyalty Works dashboards
Seasonal spikes may bring short-term gains, but true loyalty is built in the months that follow.
By designing seasonal loyalty campaigns that combine emotion, data, and creativity, you can transform a Christmas shopper into a year-round customer.
And with Loyalty Works, you’ll have the insight, tools, and creativity to make that loyalty last.
Contact Loyalty Works today to start planning your post-holiday retention strategy.
Ready to take your business to the next level with tailored loyalty programmes and incentive schemes? We’re here to help. Whether you have questions, want to explore our services, or just need some advice on how to boost customer and employee engagement, we’d love to hear from you. Contact us today, and one of our friendly team members will get back to you as soon as possible. Let’s work together to create loyalty and incentive solutions that make a real difference for your business.