Repeat customers are critical for small businesses. Over time, they spend more, cost less and help promote your brand. Even if they make up a small portion of your customer base, loyal patrons generate essential revenue. They also have a higher average order value than first-time shoppers. In fact, your top 10% spend twice as much per order than the remaining 90%. Drawing repeat business takes time, energy and creative thinking—but the results are worth it. Turn first-time customers into enthusiastic supporters with help from these five tips.
Launch a customer loyalty program
A customer loyalty program is a tried-and-true strategy that gives customers a reason to return. Even the simplest of programs can drive results. Invite customers to sign up, provide a membership card and reward them for specific actions. Offer special discounts or exclusive products, enter them into prize drawings, run double-points promotions, or grant early access to new items or events. Welcome new members by giving them a travel tumbler or cuffed beanie.
Gather customer contact information
Collecting customer information helps keep the conversation going after the initial interaction. Ask for an email address, phone number or mailing address during checkout or when joining your loyalty program. Provide an opportunity to sign up for promotional newsletters, text messages, mailers and other communications. Personalize offers based on demographics or past purchase behavior. Avoid sending sales pitches—rather, include helpful information, valuable content or insider news.
Provide future-use offers
Future-use coupons encourage repeat business. And spending thresholds to unlock those deals can boost first-time purchases. For example, you might offer a discount off their next purchase or provide a giveaway to those who shop during special sales or events. Cooler totes or fleece blankets are great incentives to stop and shop.
Maximize social media
Reaching and engaging customers on Facebook®, Instagram® and other social platforms is vital to staying fresh in their minds. An effective social media presence not only increases awareness and drives sales but also can foster authentic relationships, and help your brand stand apart from competitors and other advertising. It also reaches customers immediately—wherever they are. From news and updates to behind-the-scenes looks to contests and giveaways, social media can supercharge relationship-building.
Offer promotional items
Thoughtful giveaways are a powerful way to boost visibility and drive customer interest. Nearly 75% of consumers agree that promotional products are an effective way to learn about sales and events, and 72% say they’re helpful for learning about new businesses. Build relationships by pairing giveaways with requests for feedback using surveys, comment cards or online reviews. Offer lip balm or hand sanitizer imprinted with a QR code that directs users to your online survey, or a list of upcoming sales or promotions. Or consider giving ornaments to first-time customers during the holiday season to serve as a reminder of your brand.
Turn newbies into superfans
Repeat customers are key to small business growth. By using loyalty programs, collecting customer info, offering future deals, embracing social media and providing strategic giveaways, your first-time shoppers may become loyal supporters.
Peek, Sean. “Repeat Business: 8 Ways to Keep Your Customers Coming Back.” Business, 4 April 2025.
Peek, Sean. “Why Small Businesses Need a Social Media Presence.” Business, 10 Sept. 2025.
Policella, Gabrielle. “What is a Repeat Customer, and Why are they Profitable?” Smile, 7 May 2024.
“Survey Says: Consumers Crave Clever Promo Products.” Promotional Products Work!, 2023.
