What to do with your Black Week customers: how to get the second order
Why the profit from Black Week comes from the second order, and the 5 steps that turn Danish bargain hunters into returning customers.
Vasile Dingă
Black Week brings in lots of new customers, but most of them only buy once. They came for a discount, cost you a lot to acquire and then disappear. If you only look at November's ROAS, Black Week looks profitable. If you look at the next 90 days, the real profit usually comes from the second order. Here's how Danish webshops can get it. Why the second order matters A new Black Week customer usually costs more than a customer from the rest of the year: CPMs are higher and the discount cuts your margin. The first order barely covers the acquisition cost. The second order comes with no acquisition cost, or a very small one, and that is usually where the profit is. .comparison-cards { display: flex; flex-direction: column; gap: 1.5rem; } .comparison-card { background: #fff; border-radius: 16px; padding: 20px; border: 2px solid #efefef; } .comparison-header { display: flex; justify-content: space-between; font-size: 16px; margin-bottom: 12px; } .comparison-row { display: flex; justify-content: space-between; padding: 8px 0; border-top: 1px solid #efefef; font-size: 14px; color: #1f2937; } .comparison-label { font-size: 14px; width: 100%; } .comparison-value { width: 100%; text-align: right; } @media (max-width: 600px) { .comparison-row { flex-direction: column; align-items: flex-start; } .comparison-value { text-align: left; margin-top: 4px; } } New Black Week customer DKK Order value excluding VAT 500 Contribution margin after discount (25%) 125 Acquisition cost from ads 115 Profit on the first order 10 Second order at full price (40% margin) 200 Cost of the second order (email, SMS, voucher) 15 Profit after two orders 195 The gap between 10 kr. and 195 kr. is the whole strategy. If you know how many customers come back, you can also decide how much you can afford to pay for a new one. I explain the calculation in the article on LTV and cohort analysis . Step 1: Separate your Black Week customers Create a segment with every customer whose first order was placed between…