This week in data
Valentine's Day is looking hit or miss. This holiday is mostly reserved for the most expensive restaurant in your town, not DTC consumables on discount. So don't feel bad if your aspirational Valentine's campaign fell flat. The next big marketing moment, Mother's Day, is also a restaurant holiday. So now's a good time to test creative as consumer buying momentum slowly grows by the day toward the next real promo period: Memorial Day.
So begins the sprint toward spring. There's no big shopping holiday between here and there. After Memorial Day the tentpoles come hot and heavy: Father's Day (less restaurants, more gifts), The 4th of July, and Prime Day, then we're in ecomm summer.
Now's the time for you to establish this year's creative winners. Conversion performance is tough now. Ads that succeed in this environment will wildly outperform come Q4. There's 52 weeks a year, and most creative tests need to run for two weeks minimum. So as always, test, test, test.
☃️ January 2026 performance benchmarks are in. The gap widens between scrubs and the top performers. Where do you fit in?
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🍊 Why new customer ROAS matters more than blended ROAS. Like my grandpa used to say: don't gaze at your navel when there's oranges to be picked.
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