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Challenge
In 2024, Patrick Ta Beauty wanted a bigger-than-ever BFCM. But this posed a challenge.
“We are not a promotional brand,” says Heidi Lim, VP of ecommerce at Patrick Ta—and BFCM is famously discount-focused.
In 2023, that translated to a conservative BFCM approach for Patrick Ta Beauty. They offered a $25 credit towards the next purchase for customers who spent over $100—and they communicated the offer with just two email sends and one SMS campaign over 5 days.
They avoided an overly promotional tone—but they didn’t feel they made the most of the holiday opportunity, either.
Klaviyo only drove 10% of their total ecommerce revenue that weekend. The Patrick Ta Beauty team saw untapped potential and knew email and SMS could do more for them.
For BFCM 2024, Patrick Ta Beauty took a different approach—one designed to drive higher AOV, repeat purchase rate, and message engagement.
For 8 days, customers who spent $150 or more would get a complimentary gift with purchase, worth $96: an eyeshadow palette, a lip créme, and a mini tote. This approach incentivized higher order values and encouraged product discovery.
Recognizing that a highly engaged audience would be critical, they started by investing in email and SMS list growth more than a month before BFCM. We used Klaviyo Forms to capture high-intent signups by building anticipation around loyalty perks and early access to the holiday event.
View official Klaviyo partner case study HERE.
