A Black Friday that kept paying in January
Grew sale revenue 36% and doubled the profit from each new sale buyer over the next 60 days.
Every brand in our case studies is a fictional example brand, including Northline Labs. The numbers are modeled from realistic Shopify and Klaviyo data to show the kind of improvement we help brands make. The method is the one we use with clients.
The situation
Northline Labs sells hydration sticks. Past Black Friday sales brought in big numbers, then most new buyers vanished by January, and regular customers learned to wait for the next sale.
This might be you if
- Your big sales spike revenue, then go quiet
- Everyone on your list gets the same Black Friday discount
- Sale buyers rarely order again at full price
What we found
Same deal for everyone
Loyal customers, first-timers and lapsed buyers all got the same discount.
The discount did all the work
Deeper discounts sold more, but gave away margin on people who would have bought anyway.
No plan for after the sale
New buyers got the same emails as everyone else and most never came back.
What we built
- Different offers for loyal customers, new customers and lapsed customers
- Bundles and starter boxes instead of deeper site-wide discounts
- Early access for the best customers
- A post-sale journey for new buyers based on what they bought, with gift buyers handled separately
- Subscription invitations once customers had used the product
The result
The sale made more money, orders got bigger, and twice as much profit came from each new buyer over the next two months.
The takeaway for your brand
Judge a sale by the customers it brings in, not just the weekend total.
Some of the emails we wrote
Free retention call
Could your brand grow like Northline Labs?
Book a free 30-minute call. We'll look at your repeat purchase rate, your flows and your offers together, and put a number on what's being left on the table. You leave with one or two early observations and a straight answer on whether a deeper audit is worth it.