Every year, Black Friday is hailed as the ultimate shopping frenzy, a celebration of deals, discounts, and doorbusters. Beneath the excitement, however, this annual event reveals that many buying decisions today are driven by discounts rather than devotion. The trap is that price-driven incentives are fragile; they do not build emotional connection. As a result, true loyalty and long-term retention are rarely achieved.

Large retailers such as Apple, Amazon, and Walmart have already recognized this phenomenon. They are leveraging big data analytics, data science, and business intelligence to understand customer behavior, optimize sales performance, and deliver personalized experiences that foster lasting loyalty (Intelligent Automation & Soft Computing Journal).

So, what is really happening in the consumer’s mind?

The consumer mindset: Impulse meets intelligence

Consumers today are no longer just deal hunters. They are informed, empowered, and expect personalization at every touchpoint. After the pandemic, safety and convenience remain important, but shoppers also show increased skepticism about Black Friday, with some negative associations, often associating it with overconsumption or artificial discounts.

As a result, customer loyalty efforts must focus on trust, authentic value, and meaningful experiences.

Generational differences make this even clearer. Gen Z and Millennials are the least loyal demographics. According to Sellers Commerce, 57% of Gen Z Americans are less loyal to brands now than before the COVID-19 pandemic.

Meanwhile, in the U.K., a Mintel study revealed that 3 in 5 consumers aged 16–34 avoided a retailer during Black Friday because they didn’t perceive it as “trustworthy.” 

These insights highlight a simple truth: price may attract attention, but trust and experience are what make it last.

This signals a new dynamic:

Loyalty isn’t “lost”. Ιt’s being redefined. It is no longer about repeat purchases, but about meaningful engagement, transparency, and shared values.

For brands, the Black Friday represents an opportunity for acquisition, not a guarantee of retention. Brands that treat it purely as a discount event will earn temporary revenue, while those that view it as a relationship moment will earn lasting loyalty.

How brands can turn Black Friday buyers into loyal advocates?

1. Transform discounts into experiences

Treat Black Friday as the beginning of a relationship, not the end of a transaction. Offer exclusive member deals, early access, or personalized rewards that make customers feel recognized and valued. This turns one-time buyers into long-term brand advocates.

2. Collect and leverage high-quality customer data

Black Friday is a prime opportunity to collect large volumes of fresh, high-quality customer data. As shoppers engage across online, in-store, and mobile channels, brands can capture valuable behavioral and transactional insights. 

Platforms like Eliqua.CX unify and analyze this data to power smarter segmentation, predictive analytics, and personalized experiences that drive long-term loyalty.

3. Extend the post-purchase journey

The customer relationship does not end at checkout. Follow up after Black Friday with relevant content, loyalty points, or personalized offers that encourage repeat purchases and deepen engagement.

4. Build trust through transparency

Many consumers say that unclear pricing or frequent price increases have damaged their trust in a brand. Clear communication, reliability, and honesty build credibility, which is the foundation of loyalty.

So… Are customers really “Not loyal anymore”?

Not exactly. Customers are still loyal, but their loyalty must be earned continuously. Price may open the door, but experience keeps them inside.

Black Friday is no longer just a sales event. Ιt’s a stress test for your customer relationships. Brands that view it only as a one-day sales opportunity may see short-term revenue gains. But those that treat it as a relationship moment will unlock far greater value, building loyalty that increases customer lifetime value, strengthens retention, and drives sustainable growth.

• Black Friday ends, but loyalty doesn’t have to. Connect with INTELIQUA’s customer experience specialists to unlock sustainable growth through turning short-term customers into long-term relationships.