You probably recognize this cup! It’s the Stanley Cup, the viral sensation you’ve likely seen all over social media, especially if you’ve been on TikTok in the past few years. What’s fascinating about Stanley’s resurgence isn’t just the popularity of the product itself—it’s how the brand has evolved by knowing exactly who to target at the right time.
Stanley has been around for over 100 years, originally known for rugged, durable products, primarily targeting outdoor enthusiasts, hikers, campers, and, let’s be honest—dads. They made products that could withstand anything, and their audience loved them for it.
But then something happened. Seemingly overnight, Stanley Cups went viral on TikTok, not with the outdoor crowd, but with #watertok influencers! (A community of people with very plump looking skin, who take hydration very seriously.) This shift in audience was huge for the brand. All of a sudden, they weren’t just making gear for outdoor lovers—they had become a fashion accessory, a must-have item for Gen Z influencers. Stanley quickly adapted, shifting their messaging to focus on aesthetics, customization, and color options that appealed directly to this younger crowd.
As the TikTok trend began to slow down with Gen Z, Stanley didn’t lose steam. They seamlessly pivoted their focus to a new, highly engaged audience—Target Moms. Suddenly, these stylish yet functional cups were everywhere in the mom circles, becoming a staple for busy women who loved their practicality but also appreciated their sleek design.
Why did this happen? Because different people find different things cool. By tweaking their messaging and product positioning, Stanley was able to speak directly to multiple audiences, growing their customer base in ways they couldn’t have predicted a few years ago.
As we head into the holiday season, this lesson is more important than ever: Different shoppers have different shopping intentions. Using the same approach for everyone simply won’t work. There are so many ways to personalize the experience for your customers—something we covered in-depth in our previous blog titled, How to create personalized customer journeys in ecommerce.
But in this blog, we’ll keep it simple and focus on two key areas: which customer segments deserve your attention this holiday season, and how to effectively reach them with personalized messaging.
1. Loyal / VIP Customers
Your most valuable customers, VIPs, deserve special treatment during the holiday season. These shoppers have already demonstrated strong loyalty, so reward them with early access to holiday sales, exclusive VIP-only discounts, or even limited-edition products.
Who should be included in your VIP segment? Customers who have a high lifetime value (CLTV), frequent buyers who have made multiple purchases throughout the year, and customers who consistently engage with your brand (e.g., opening emails, interacting on social media, or participating in loyalty programs). Additionally, those who leave positive reviews or refer others to your brand should also be considered VIPs.
This group will appreciate personal outreach, so consider a personalized email campaign where you acknowledge their long-term relationship with your brand. You can:
Give early access to sales: Offer them a head start on your holiday promotions before the general public, creating a sense of exclusivity.
Double loyalty points or 2x rewards during the holiday season, incentivizing them to buy more by offering bonus points they can redeem later.
Offer better gifts or exclusive VIP offers, like free upgrades, special limited-edition products, or enhanced gift wrapping. Personalized experiences, such as private shopping events or curated product recommendations, can make them feel even more valued.
Sending targeted SMS messages with reminders and previews of upcoming sales can also drive urgency and make them feel appreciated.
2. First-Time Buyers
First-time buyers need special attention, especially during the holiday season when competition is fierce. Creating a tailored experience for these customers can help turn them into long-term buyers.
Start by developing a special holiday welcome flow specifically for first-time buyers. This flow should include a combination of email and SMS touchpoints, encouraging them to sign up for your SMS list in exchange for a discount on their first purchase. Offering a first-purchase discount, such as “10% off your first holiday order,” gives them an immediate incentive to shop.
Once they’ve entered your ecosystem, retarget them with ads featuring social proof to build trust. Show testimonials, customer reviews, or user-generated content on social media to demonstrate the reliability of your brand. Highlighting limited-time holiday offers or showcasing popular products that others love can help ease any hesitation.
Beyond the first purchase, make sure you continue to nurture these new customers. A post-purchase email flow that expresses gratitude, offers product recommendations, and encourages them to share their purchase on social media can create a lasting relationship. Don’t stop at just selling—ensure you’re building trust and excitement around your brand for future engagements.
3. High-AOV Customers
High-AOV (Average Order Value) customers are those who spend significantly on their purchases. For these shoppers, focus on bundling premium products or offering tiered incentives for larger purchases. Highlight luxury, exclusivity, and value-added services such as free expedited shipping or personalized gift-wrapping.
A personalized email highlighting holiday exclusives for high spenders will resonate well. In your ads, target them with upsell opportunities on premium items and create a sense of urgency around limited-edition products.
4. Low-AOV Customers
Low-AOV customers tend to make smaller purchases, so the goal here is to encourage them to spend more during the holiday season. Bundle products to increase the perceived value or offer discounts for spending above a certain threshold (e.g., “Spend $50 and get 10% off”).
Using free shipping as an incentive for larger carts works wonders. Email sequences that promote affordable gift sets or add-ons can push them to increase their purchase size without feeling pressured.
5. Abandoned Cart Shoppers
Cart abandoners are a segment you cannot afford to ignore during the holiday rush. Target these shoppers with dynamic retargeting ads featuring the exact products they left behind. Use an abandoned cart email sequence that creates urgency, offering a limited-time discount or fast shipping incentives.
Add SMS reminders for an extra push, making sure to include a direct link back to their cart. The key here is to re-engage them at just the right moment with personalized messages that remind them of the value they’re about to miss out on.
6. Winback Customers
Winback customers are those who haven’t engaged with your brand for a while but have shown interest in the past. The holiday season is the perfect time to re-engage them and bring them back into the fold.
To maximize success, start by sending a winback email campaign in October, ideally before Black Friday and Cyber Monday (BFCM). This timing gives you a head start in re-engaging them before the holiday rush. In this email, offer an exclusive discount or promotion to reignite their interest. For example, you could use a message like, "We miss you! Here’s 15% off to welcome you back this holiday season."
Additionally, offer them the opportunity to opt-in to your VIP list for the holidays. By providing an incentive such as early access to sales or special VIP-only discounts, you can entice them to engage again. Highlighting this as a limited-time opportunity to join an exclusive list will create a sense of urgency and make them feel valued. This approach not only helps you win them back but also re-integrates them into a more engaged customer segment.
7. Holiday-Only Shoppers (Seasonal Shoppers)
These shoppers typically only engage during the holidays, so your strategy should revolve around creating a sense of urgency. Flash sales, countdown timers, and limited-time bundles are perfect for this group. Use email campaigns to remind them of key shopping deadlines (like shipping cut-off dates), and deploy retargeting ads that highlight your hottest holiday products.
Special offers, such as buy-one-get-one or gift bundles, can help convert these seasonal buyers who are hunting for deals.
8. Gift Buyers
Gift buyers are primarily focused on finding the perfect gift for others. Make it easy for them by creating curated gift guides based on interests, demographics, or price points. Offer features like gift wrapping, personalized gift messages, or even recommendations for related products.
Use targeted ads and emails with subject lines like “Still looking for the perfect gift? We’ve got you covered!” and make sure your site has dedicated landing pages to showcase holiday gift bundles or bestsellers.
9. Last-Minute Shoppers
This group is notorious for waiting until the last moment to make purchases. Highlight express shipping options and create urgency-driven campaigns with “Last chance for guaranteed delivery!” messaging.
Use SMS to communicate shipping deadlines and offer digital gift cards for those who are cutting it too close. Retargeting ads featuring quick-delivery items or products available for local pick-up will also help capture last-minute sales.
10. Local Shoppers (Near Store or Warehouse)
Local shoppers are ideal for promoting faster shipping, same-day pick-up, or in-store exclusives. Use geo-targeted ads and personalized emails to highlight benefits like free local delivery or exclusive events.
For these shoppers, the convenience of fast, local service is key, so make sure your messaging focuses on that value. Offering incentives for curbside or same-day pick-up will cater to their desire for speed and ease.
11. Non-Holiday Shoppers
Some of your customers may not care for the holiday shopping hype. Respect their preferences by offering them an opt-out option from holiday-related messaging before the season begins.
Send a polite, non-intrusive email that says something like, “Not into holiday deals? We understand—click here to receive only non-holiday updates.” Limit their exposure to one or two value-driven emails that showcase product launches or services unrelated to the holiday rush. This will help maintain engagement without overwhelming them with irrelevant content.
Wrapping Up
Segmentation is a key part of ensuring success during Black Friday, Cyber Monday, and the entire holiday season. When you know who your customers are, what they need, and how they like to engage with your brand, you can elevate every touchpoint—whether through ads, email, or SMS.
If you need help figuring out how to segment your audience effectively, check out our Segmentation Master Sheet, designed to help you pinpoint the right segments and craft a winning strategy for each one.
Additionally, we’re currently on the lookout for one more eCommerce brand to work with before the year ends. We’re offering a free audit for stores generating more than $100k a month. This audit will be conducted by our expert and founder, Daniel, who will provide actionable insights to help your business grow. Click here to book your call and secure your spot!
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