At TBM, we call this pattern the “Seasonal Shopper Trap.” It’s a common but costly cycle that leaves many Black-owned businesses chasing short-term gains instead of building lasting success. The good news? It doesn’t have to be this way.
Here’s how you move from one-time buyers to brand loyalists.
Understanding the “Seasonal Shopper” Phenomenon
Seasonal shoppers are customers who engage with your brand during culturally or commercially significant periods. They buy during “support Black business” campaigns but don’t stick around.
Why?
Because many businesses market for the moment, not the movement. And without a long-term connection or strategy, customers see you as a seasonal cause, not a brand they live with year-round.
Why Retention Beats One-Time Sales
Let’s talk facts:
- It costs 5x more to acquire a new customer than to retain an existing one.
- Increasing customer retention by just 5% can increase profits by 25–95%.
When your marketing is focused only on seasonal peaks, you’re essentially starting from scratch every few months. That’s not scalable and it’s not sustainable.
At TBM, we believe in building ecosystems, not just running campaigns. Retention is the foundation of every thriving business, especially in the Black entrepreneurial space.
Strategies to Turn One-Time Buyers Into Lifelong Clients
- Tell Stories, Not Just Sell Products
Culture is power. Use it to build emotional connection.
From the copy on your website to your packaging inserts, infuse your brand story, heritage, and mission. People buy why you do something, not just what you sell.
- Build a Community With Email
After a sale, don’t let the conversation end. Collect emails and craft automated sequences that welcome new buyers, share brand values, offer tips, and keep the vibe going.
Use tools like:
- Personal thank-you messages
- Early access to new drops
- Birthday or anniversary discounts (culturally relevant ones!)
- Create Loyalty Programs That Actually Reward Loyalty
Don’t just copy big-box models, customize loyalty initiatives that speak your audience’s language. Think:
- Points for referring other Black-owned businesses
- Bonus perks for sharing customer stories
- Exclusive invites to pop-up events or virtual meet-ups
- Stay Present After the Peak
The months after high traffic seasons are golden for brand building. Keep engaging with valuable content, behind-the-scenes stories, and updates that humanize your journey.
Consistency builds trust. Trust builds loyalty.
Leveraging Your Brand’s Cultural Capital
Black-owned businesses sit on a goldmine of identity, heritage, and influence. When you market with cultural intelligence, your customers don’t just shop, they invest emotionally.
Consider:
- Partnering with local creators
- Hosting community webinars
- Using language and visuals that reflect shared values and experiences
Loyalty isn’t built with a sale. It’s built with shared understanding.
How TBM Helps You Build Retention That Lasts
We don’t just design pretty campaigns. We build retention ecosystems that prioritize your values, voice, and vision.
Our team handles everything in-house; from SEO-optimized blogs to brand messaging frameworks that connect culturally and convert consistently. With TBM, you’re not just selling a product, you’re building a legacy.
From Moments to Movements
Black-owned brands deserve more than seasonal applause, they deserve sustained support. And that starts with you.
Move past the discount culture. Build relationships. Tell stories. Be consistent. Show up beyond the sale.
Let TBM guide you in building a retention-first brand that keeps your customers coming back, not just once a year, but all year long.
Ready to elevate your retention strategy? Contact TBM Today
