Post-holiday slump or post-holiday bump

With January closed out, it’s time to look back and see how customers acquired during the holidays have been behaving.

Have they reordered yet?

Are they opening and clicking links in email?

Basically, have they converted into a regular customer yet or are they still just a one-off holiday buyer?

Repeat Customer Insights has a Cohort report that can help detect this for you. If last November and December cohorts are showing weaker purchases since then, that’s a clear sign they are dominated by one-off holiday buyers.

(The report can also pick up holiday-only buyers who I’ve written about previously. Those people who buy every year but only during that time)

If those holiday cohorts are converting, congrats that’s a sign that your new customer welcome campaign is working.

Eric Davis

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