A discount day that pulled the regulars — and raised order value
A DTC sports apparel brand ran a single-day Cinco de Mayo promotion across email, SMS and paid social. Built to pull in existing buyers rather than discount-chasers, the day did 6× an average day's sales — and lifted AOV by 9% in the process.
Industry
DTC Sports Apparel
Client Type
eCommerce Brand (Shopify)
Timeline
Single-day campaign
Primary Result
6× an average day's sales in 24 hours
Secondary Result
48% repeat-buyer rate (vs ~28%)
Services Used
The Challenge
On a normal day the store ticked along at a flat baseline — steady, but a fraction of what the audience and inventory could support. The brand had a real email and SMS list it almost never leaned on.
The usual flash-sale trap is to dump margin: discount hard, pull in one-time bargain-hunters, and watch average order value fall. The brief was the opposite — a day that brought in real buyers and held its margin.
Three constraints shaped the plan: one calendar day with no second chance, attract the brand's own audience rather than discount-chasers, and protect order value on a day that usually drags it down.
What We Did
1. Themed offer across the catalog
A Cinco de Mayo promotion sized to convert — discount depth set against expected volume, not guessed.
2. Email + SMS to the owned list
The list did the heavy lifting and skewed the day toward existing customers, not one-time buyers.
3. Bundled to protect AOV
Offer structured to lift basket size, so order value rose on a day discounts usually shrink it.
4. Paid social amplification
Paid widened the top of the funnel, but owned channels drove the majority of the sales.
Results
48%
Repeat buyers
vs ~28% benchmark
6×
An average day's sales
in 24 hours
+9%
Average order value
up, on a discount day
73%
Of the day's sales
marketing-attributed
Key Performance Highlights
- Repeat-customer rate of 48% — +20 points over the ~28% DTC average
- 6× an average trading day's sales in 24 hours
- AOV up 9% on a discount day (1.09× a normal day)
- 73% of the day's sales were marketing-attributed
Visual Evidence
Revenue Growth Timeline
Conversion Funnel Improvement
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