Beyond BFCM: QR Code Strategies for Year-Round Engagement

Black Friday and Cyber Monday (BFCM) open a massive door every season, with new shoppers flooding in, carts getting filled, and sales spiking. But when the weekend ends, that door often closes just as quickly, and much of the hard-won traffic fades.

QR Codes can keep it open.

QR Codes turn a fleeting moment into a lasting connection by creating a direct, scannable bridge between your BFCM campaigns and post-sale engagement.

The momentum is already building: Uniqode’s BFCM QR Code Marketing Report shows that nearly 6 in 10 marketers now use QR Codes to drive campaigns.

The real challenge of BFCM campaigns is ensuring seasonal traffic turns into continuous shopper engagement. This article shows how to use QR Code scans to fuel an ongoing relationship that keeps customers engaged long after the sale banners come down. 

Why most BFCM QR Code campaigns don't make it past December 

The potential of QR Codes is clear, but execution is where most brands stumble. 

Many brands still treat QR Codes as a one-and-done tactic, something to scan for a discount and forget. The result is a predictable pattern: traffic spikes over the BFCM weekend and then fades once the cart is cleared.

The real weak link is what happens after the scan. Too often, the scan ends at a static coupon page with no mapped next step. Each gap turns high-intent interest into a dead end and chips away at engagement and trust.

And the scale of the problem runs deeper than most realize.

35% of shoppers encountered codes that wouldn’t scan, 27% ran into slow-loading pages, 26% landed on broken links, and 22% found that the promotion had already expired.

Without a plan for what happens after the first scan (a loyalty invite, an evergreen content path, or a timely follow-up), shoppers slip away as quickly as they arrived. What looks like a successful campaign on launch day quietly loses its long-term impact.

QR Code strategies for continuous engagement

So what separates a flash-in-the-pan BFCM campaign from one that builds lasting momentum? 

To turn those two hyperactive days into long-term loyalty, every scan and sign-up has to lead to a meaningful interaction. This is where continuous engagement comes in, and here’s how you can do that: 

Extend the QR Code journey beyond the sale

The scan isn't the finish line—it's the starting gate. After a purchase, guide customers to something useful. It could be:

• a quick-start video,
• a loyalty bonus, or 
• a service sign-up. 

Keep the momentum alive with timely triggers such as "scan for New Year offers," "scan for care tips," or "scan to join our spring challenge." Each follow-up feels less like marketing and more like a helpful nudge, turning a single scan into a series of moments that stay top of mind.

Personalize communication and campaigns

Every scan leaves a friendly breadcrumb trail—where it happened, what device, even the time of day. Use those clues to tailor what comes next. 

For example, a late-night shopper can get “night-owl” exclusives, while someone who scanned a premium product is invited to early access drops. Personalized campaigns give people a reason to keep coming back. 

56% of shoppers scan QR Codes and expect immediate, tangible rewards like discounts or offers.

Nurture loyalty with post-purchase emails

Post-purchase email is still one of the most dependable ways to turn a buyer into a regular. Go beyond receipts with short, helpful notes, such as styling tips, product tutorials, or a “members-only” upgrade. Drop a QR Code into the email so customers can instantly redeem rewards or explore a product guide without friction. It’s a simple bridge between inbox and mobile that keeps the conversation going.

Drive action with timely SMS campaigns

Text messages cut through the clutter when they’re timely and relevant. Pair a short, well-crafted SMS with a QR Code so customers can instantly claim an offer, sign up for a future drop, or join a loyalty list. It’s a quick, low-friction way to keep BFCM shoppers warm and move them toward the next interaction without relying on guesswork.

Build loyalty programs into campaigns

Don’t wait until January to talk about loyalty. Invite customers in while the excitement is high with a welcome bonus at checkout. Keep it alive year-round with surprise perks, early-access launches, or QR Code-only rewards. The BFCM report shows that 17% of shoppers expect loyalty programs and rewards when they scan. The opportunity here is to ensure every scan feels worthwhile for customers. 

Collect first-party data for targeted personalization

First-party data is fast becoming the backbone of meaningful personalization.

The 2025 State of QR Codes Report notes that 95% of marketers now rely on QR Code interactions to capture first-party data.

Each scan, survey, or quick SMS poll is an opt-in data point you can use to refine offers and anticipate needs without overstepping.

Build content and community beyond discounts

Not every follow-up should sell something. Offer QR Code links to product videos, AR try-ons, or fun polls about upcoming collections. Highlight user-generated content or run scan-to-enter contests. These light-touch experiences invite customers to participate, giving them reasons to stay engaged even when there isn’t a sale.

Ensure consistency across multiple channels

Holiday shoppers rarely stay on a single channel. They might spot your Instagram teaser, scan an in-store QR Code, and later, open your email. The BFCM QR Code Marketing Report found that most campaigns ran across multiple platforms with social media ads (76%), email marketing (67%), and website banners (43%) leading the mix. 

It’s clear brands went all in on multi-channel reach, but being everywhere doesn’t automatically mean being consistent. The real magic happens when every ad, email, and landing page feels connected so shoppers can move between channels without feeling like they’ve left the story.

You can use QR Codes as the glue for all channels: the same design and destination across social, email, and packaging creates an uninterrupted journey. Customers feel guided, not juggled, when every touchpoint carries the same voice and next step.

Create continuous value beyond seasonal campaigns

Finally, treat BFCM as a highlight within an ongoing project. Plan regular touchpoints and use QR Codes to show value like seasonal tips, micro-rewards, or insider updates so customers always have a reason to interact. By the time the next sale arrives, you’re not reviving a cold list; you’re welcoming an active community that already sees your brand as part of its everyday life.

What marketers are doing vs. what they should do

Holiday campaigns still tend to favor short-term wins. Many brands chase headline numbers, flash discounts, ad reach, and day-of revenue, while long-term engagement barely makes the brief. 

With most marketers already using QR Codes, many concentrated on printed ads (27%) and in-store signage (25%), even as shoppers move freely across channels. With little orchestration beyond the first click or scan, most hard-won traffic can fade once the sale ends.

Here are the gaps we’ve identified: 

• Unclear next steps: QR Codes often lack clear calls to action (CTAs), leaving consumers unsure about where the code is leading or what to expect when they scan, causing first-time buyers to quietly drop off.
• Underused personalization: One in four marketers didn’t leverage Black Friday insights in time for Cyber Monday. This also includes QR Code scan insights. QR Code campaigns generate rich first-party signals, but many marketers fail to act on that data quickly, missing a major engagement window.
• Thin loyalty strategy: Many brands keep programs generic, missing the moment to turn seasonal buyers into loyal advocates.

So what’s the shift marketers need? 

• Design for journeys, not weekend wins. As a marketer, you should provide clarity to customers upfront so they know what they are signing up for and that trust will pay off via engagement long after the sale ends.
• Map a follow-up before launch and don’t let your interactions stop at checkout. You can use Smart QR Codes to modify your content.
• Turn first-party data into timely relevance. Make sure you act on scan insights while interest is fresh. Send offers and personalized content.
• A/B test the flow before the campaign starts. Your customers shouldn’t be the first ones to test your QR Code placement, content, and flow. Check internally if they work and cut any friction points. 

When the discounts end, the real work begins

Every BFCM shows how quickly people rally around a great offer. However, lasting loyalty can only be achieved through continuous engagement once the rush is over.

When QR Codes lead to rich follow-ups and are paired with loyalty programs, personalized outreach, and community touchpoints, a one-time shopper can become a year-round supporter. 

If you’re looking to try QR Codes for your seasonal campaign, we curated this BFCM QR Code Marketing Report to help you make better decisions.