If your website saw a traffic spike during the 2025 holiday season, you’re not alone. Thanksgiving through Christmas brings more visitors, more engagement, and more opportunities than any other time of year.
But here’s the challenge: research shows that 64% of people who found your organization during the holidays won’t stick around or engage as deeply as those who discover you at other times. They came, they browsed, maybe they even made a purchase or donation, and then they disappeared.
January doesn’t have to mean starting from zero. The visitors who found you in November and December are still out there. The question is whether you’re doing anything to bring them back.
Here are four proven strategies to convert those holiday visitors into year-round supporters:
1. Capture Their Email Before They Leave
The single most important action you can take is getting their email address. Without it, you have no way to continue the conversation after they leave your site.
Here’s the reality: most holiday visitors are browsing multiple websites, comparing options, or shopping for others. They might love what you offer but simply get distracted. If you don’t capture their contact information, they’re gone forever.
What to do right now: Set up an exit-intent popup that triggers when someone moves their mouse to close your page or navigate away. The popup should offer something valuable in exchange for their email. For businesses, this might be a discount code, free shipping, or a helpful guide. For nonprofits, consider offering an impact report, exclusive volunteer opportunities, or insider updates about your mission.
Keep the form simple. Ask only for their name and email. Include a clear headline that states the benefit, a prominent call-to-action button, and an easy way to close the popup if they’re not interested.
The numbers back this up: email marketing delivers an average return of $42 to $45 for every dollar spent. And 60% of consumers prefer to hear from organizations via email. Once you have their email, send a warm “welcome” message within 24 hours that makes them feel valued, not just added to a list.
2. Use Retargeting to Stay Top of Mind
Even if someone visited your website during the holidays, there’s a good chance they also visited five other sites. They might have been comparison shopping, got interrupted, or simply ran out of time.
Retargeting allows you to reconnect with these visitors through personalized ads that appear as they browse Facebook, Instagram, or other websites. It’s a way to gently remind them that your organization exists and has something valuable to offer.
What to do right now: Install retargeting pixels on your website if you haven’t already. Facebook Pixel and Google Ads remarketing tags are free and relatively easy to set up. These tools track who visits your site so you can show them relevant ads later.
Create audience segments based on behavior. For example, people who viewed your services but didn’t contact you, visitors who abandoned a donation form, or those who browsed specific products. Then design personalized ads featuring what they looked at or similar offerings.
The key is using multiple platforms. Companies with strong omnichannel strategies retain 89% of their customers compared to just 33% for those with weak engagement across channels. Show up on Facebook, Instagram, and Google to reach people where they actually spend their time.
Include something new or time-sensitive in your ads to give them a reason to return. A limited-time offer, new program announcement, or helpful resource can be the nudge they need.
3. Create a Post-Holiday Experience Worth Returning For
Getting someone to visit your website or make a purchase during the holidays is just the beginning. What happens next determines whether they become a one-time visitor or a loyal supporter.
Here’s a sobering fact: it costs 5 to 25 times more to acquire a new customer than to retain an existing one. Yet most organizations over-invest in acquisition and under-invest in the experience after someone engages. This is called the “acquisition trap,” and it’s costing you revenue.
What to do right now: Send a personalized thank-you message within 48 hours of any purchase, donation, or inquiry. For businesses, this could be an email with care tips for the product they bought or suggestions for related items. For nonprofits, share a specific story about how their donation is making an impact right now.
Provide value beyond the transaction. Don’t just ask for another purchase or donation. Give them something useful. Businesses might send how-to guides, maintenance tips, or exclusive content. Nonprofits can share behind-the-scenes updates, volunteer spotlights, or program results.
Create exclusive perks for recent supporters. Research shows that 80% of people say exclusive offers like early access or special recognition would motivate them to stay engaged with an organization. Give them a reason to feel special.
Finally, ask for feedback within two weeks. A simple “How was your experience?” email shows you care and gives you valuable insights into what’s working and what’s not. When people see that you’re listening and improving, they’re far more likely to return.
4. Build a Loyalty Program That Keeps Them Coming Back
Holiday visitors made a choice to support you once. But without a structured reason to return, most won’t. A loyalty program gives people a tangible incentive to engage repeatedly throughout the year.
Here’s what makes this timing perfect: 50% of shoppers are more likely to join a loyalty or rewards program during the holiday season compared to other times. They’re already in a giving or purchasing mindset, which makes January the ideal month to formalize that relationship.
What to do right now: For businesses, launch or prominently feature a simple loyalty program. This could be points for purchases, tiered membership levels with increasing benefits, or VIP perks like free shipping and early access to sales. When someone joins, give them an instant reward to make the value immediately clear.
For nonprofits, create a recurring giving program with meaningful recognition. Monthly donors might receive exclusive impact updates, invitations to special events, or naming opportunities. Develop different giving circles based on donation levels, each with unique benefits that make supporters feel valued.
Make progress visible. Show people how close they are to their next reward, tier upgrade, or milestone. This encourages additional engagement because they can see the finish line.
Remember, repeat supporters spend up to 70% more than new ones. A loyalty program isn’t just about retention. It’s about increasing the lifetime value of every person who walks through your door, physical or digital.
The Bottom Line
The 2025 holiday season is over, but the relationships you started don’t have to be. Every person who visited your website in November and December represents potential for long-term support, but only if you take intentional action to nurture those connections.
Start with email capture, stay visible through retargeting, create an experience worth returning for, and build a loyalty program that rewards ongoing engagement. These aren’t complicated strategies, but they require commitment and follow-through.
If you’re unsure where your website stands or which of these strategies would have the biggest impact for your organization, I can help.
I’m offering free 30-minute assessments this month to help business owners and nonprofit leaders identify opportunities to convert holiday visitors into year-round supporters. We’ll review your specific situation, identify quick wins, and create an action plan you can start implementing immediately.
Schedule your free assessment here: https://app.onecal.io/b/kate-craig/meeting-with-kate
Don’t let December’s momentum disappear in January. Let’s make 2026 the year you build lasting relationships with your audience.
The organizations that act in January while their holiday visitors still remember them will see the biggest results. The ones who wait until spring will be starting from scratch.
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