What it looks like if we hit the goal: the revenue by day on the sheet's shape, the ad spend that keeps the business at break-even after all costs every day until early access, and the profit from then on. New-customer ROAS is the return those ads would have to make on new customers; blended ROAS is total revenue over ad spend. Orange rows are Black Friday week, blue rows December. All figures include VAT.
| Week | Ad spend | New-customer revenue | Returning + subs | Total revenue | New-customer ROAS | Blended ROAS | Profit after all costs |
|---|---|---|---|---|---|---|---|
| 29 Oct-1 Nov | £7,059 | £14,903 | £5,094 | £19,997 | 2.11x | 2.83x | £0 |
| 2-8 Nov | £43,664 | £89,909 | £36,150 | £126,059 | 2.06x | 2.89x | £0 |
| 9-15 Nov | £56,746 | £97,388 | £61,514 | £158,899 | 1.72x | 2.80x | £0 |
| 16-22 Nov | £39,367 | £80,034 | £35,622 | £115,658 | 2.03x | 2.94x | £0 |
| 23-25 Nov (pre-BF) | £13,612 | £26,676 | £15,002 | £41,677 | 1.96x | 3.06x | £0 |
| 26-29 Nov (EA+BF wknd) | £83,277 | £215,215 | £150,496 | £365,710 | 2.58x | 4.39x | £41,749 |
| 30 Nov-6 Dec (CM) | £58,864 | £151,242 | £70,367 | £221,609 | 2.57x | 3.76x | £19,807 |
| 7-13 Dec | £60,144 | £155,736 | £62,285 | £218,021 | 2.59x | 3.62x | £19,351 |
| 14-20 Dec | £50,318 | £139,906 | £51,620 | £191,529 | 2.78x | 3.81x | £15,978 |
| 21-27 Dec | £28,551 | £73,345 | £40,286 | £113,631 | 2.57x | 3.98x | £6,064 |
| 28-31 Dec | £22,156 | £54,758 | £40,450 | £95,208 | 2.47x | 4.30x | £7,320 |
| November | £260,120 | £566,277 | £333,725 | £899,998 | 2.18x | 3.46x | £49,713 |
| December | £203,638 | £532,835 | £235,161 | £768,000 | 2.62x | 3.77x | £60,556 |
| Day | Ad spend | New-customer revenue | Returning + subs | Total revenue | New-customer ROAS | Blended ROAS | Profit after all costs |
|---|---|---|---|---|---|---|---|
| 2026-11-01 Sun | £7,059 | £14,903 | £5,094 | £19,997 | 2.11x | 2.83x | £0 |
| 2026-11-02 Mon | £6,092 | £12,371 | £5,285 | £17,657 | 2.03x | 2.90x | £0 |
| 2026-11-03 Tue | £6,269 | £12,901 | £5,183 | £18,084 | 2.06x | 2.88x | £0 |
| 2026-11-04 Wed | £5,794 | £11,878 | £5,056 | £16,934 | 2.05x | 2.92x | £0 |
| 2026-11-05 Thu | £5,874 | £12,088 | £5,040 | £17,127 | 2.06x | 2.92x | £0 |
| 2026-11-06 Fri | £6,570 | £13,624 | £5,189 | £18,813 | 2.07x | 2.86x | £0 |
| 2026-11-07 Sat | £6,920 | £14,425 | £5,236 | £19,661 | 2.08x | 2.84x | £0 |
| 2026-11-08 Sun | £6,145 | £12,622 | £5,161 | £17,783 | 2.05x | 2.89x | £0 |
| 2026-11-09 Mon | £5,998 | £12,110 | £5,320 | £17,429 | 2.02x | 2.91x | £0 |
| 2026-11-10 Tue Gold launch 8am (potter collab) | £14,605 | £19,967 | £18,302 | £38,268 | 1.37x | 2.62x | £0 |
| 2026-11-11 Wed Gold day 2 | £6,078 | £8,860 | £8,763 | £17,623 | 1.46x | 2.90x | £0 |
| 2026-11-12 Thu | £6,157 | £12,516 | £5,298 | £17,814 | 2.03x | 2.89x | £0 |
| 2026-11-13 Fri | £5,922 | £11,897 | £5,346 | £17,243 | 2.01x | 2.91x | £0 |
| 2026-11-14 Sat Birthday GWP email+SMS (60 petites) | £11,727 | £19,984 | £12,479 | £32,463 | 1.70x | 2.77x | £0 |
| 2026-11-15 Sun Birthday tail | £6,259 | £12,054 | £6,006 | £18,059 | 1.93x | 2.89x | £0 |
| 2026-11-16 Mon | £5,777 | £11,623 | £5,269 | £16,893 | 2.01x | 2.92x | £0 |
| 2026-11-17 Tue | £5,812 | £11,825 | £5,153 | £16,978 | 2.03x | 2.92x | £0 |
| 2026-11-18 Wed | £6,080 | £12,593 | £5,033 | £17,626 | 2.07x | 2.90x | £0 |
| 2026-11-19 Thu | £5,920 | £12,235 | £5,004 | £17,239 | 2.07x | 2.91x | £0 |
| 2026-11-20 Fri | £6,126 | £12,898 | £4,841 | £17,739 | 2.11x | 2.90x | £0 |
| 2026-11-21 Sat | £5,734 | £11,629 | £5,161 | £16,790 | 2.03x | 2.93x | £0 |
| 2026-11-22 Sun pre-BF lull (LY 2025-11-23) | £3,918 | £7,231 | £5,161 | £12,393 | 1.85x | 3.16x | £0 |
| 2026-11-23 Mon pre-BF lull (LY 2025-11-24) | £3,841 | £6,737 | £5,470 | £12,206 | 1.75x | 3.18x | £0 |
| 2026-11-24 Tue pre-BF lull (LY 2025-11-25) | £3,665 | £7,683 | £4,098 | £11,781 | 2.10x | 3.21x | £0 |
| 2026-11-25 Wed pre-BF lull (LY 2025-11-26) | £6,106 | £12,256 | £5,434 | £17,690 | 2.01x | 2.90x | £0 |
| 2026-11-26 Thu Early access (7am) + SMS | £24,392 | £61,118 | £45,999 | £107,117 | 2.51x | 4.39x | £12,434 |
| 2026-11-27 Fri Black Friday public + SMS | £29,781 | £76,786 | £53,998 | £130,784 | 2.58x | 4.39x | £15,447 |
| 2026-11-28 Sat BF weekend | £15,851 | £40,716 | £28,893 | £69,608 | 2.57x | 4.39x | £7,660 |
| 2026-11-29 Sun BF weekend | £13,253 | £36,595 | £21,606 | £58,201 | 2.76x | 4.39x | £6,208 |
| 2026-11-30 Mon Cyber Monday + SMS, offer closes | £16,395 | £42,152 | £29,847 | £71,998 | 2.57x | 4.39x | £7,964 |
| 2026-12-01 Tue | £5,805 | £16,572 | £4,712 | £21,284 | 2.85x | 3.67x | £1,509 |
| 2026-12-02 Wed | £4,820 | £6,376 | £10,495 | £16,872 | 1.32x | 3.50x | £948 |
| 2026-12-03 Thu | £4,841 | £8,196 | £8,746 | £16,942 | 1.69x | 3.50x | £956 |
| 2026-12-04 Fri | £9,034 | £25,254 | £6,366 | £31,620 | 2.80x | 3.50x | £2,825 |
| 2026-12-05 Sat | £8,932 | £25,723 | £5,540 | £31,263 | 2.88x | 3.50x | £2,779 |
| 2026-12-06 Sun | £9,037 | £26,969 | £4,661 | £31,630 | 2.98x | 3.50x | £2,826 |
| 2026-12-07 Mon | £8,963 | £26,005 | £5,363 | £31,369 | 2.90x | 3.50x | £2,793 |
| 2026-12-08 Tue | £8,713 | £22,811 | £7,683 | £30,495 | 2.62x | 3.50x | £2,682 |
| 2026-12-09 Wed | £8,944 | £24,052 | £7,253 | £31,304 | 2.69x | 3.50x | £2,785 |
| 2026-12-10 Thu | £8,979 | £19,342 | £12,084 | £31,426 | 2.15x | 3.50x | £2,800 |
| 2026-12-11 Fri | £8,217 | £22,789 | £8,490 | £31,278 | 2.77x | 3.81x | £2,781 |
| 2026-12-12 Sat | £8,096 | £20,029 | £10,787 | £30,816 | 2.47x | 3.81x | £2,722 |
| 2026-12-13 Sun | £8,232 | £20,708 | £10,625 | £31,333 | 2.52x | 3.81x | £2,788 |
| 2026-12-14 Mon | £8,405 | £22,981 | £9,012 | £31,993 | 2.73x | 3.81x | £2,872 |
| 2026-12-15 Tue | £8,580 | £23,684 | £8,974 | £32,658 | 2.76x | 3.81x | £2,957 |
| 2026-12-16 Wed | £8,006 | £23,127 | £7,348 | £30,475 | 2.89x | 3.81x | £2,679 |
| 2026-12-17 Thu | £8,114 | £23,580 | £7,304 | £30,884 | 2.91x | 3.81x | £2,731 |
| 2026-12-18 Fri | £8,209 | £23,632 | £7,614 | £31,247 | 2.88x | 3.81x | £2,777 |
| 2026-12-19 Sat | £4,489 | £10,783 | £6,303 | £17,087 | 2.40x | 3.81x | £975 |
| 2026-12-20 Sun final shipping days | £4,515 | £12,119 | £5,065 | £17,185 | 2.68x | 3.81x | £987 |
| 2026-12-21 Mon final shipping days | £4,309 | £10,893 | £5,508 | £16,401 | 2.53x | 3.81x | £888 |
| 2026-12-22 Tue last shipping day 22 Dec | £2,510 | £5,115 | £4,440 | £9,555 | 2.04x | 3.81x | £16 |
| 2026-12-23 Wed after shipping cut-off | £2,781 | £7,799 | £1,935 | £9,734 | 2.80x | 3.50x | £39 |
| 2026-12-24 Thu after shipping cut-off | £1,883 | £4,563 | £2,029 | £6,592 | 2.42x | 3.50x | −£361 |
| 2026-12-25 Fri Christmas Day | £2,500 | £6,720 | £2,029 | £8,749 | 2.69x | 3.50x | −£86 |
| 2026-12-26 Sat Boxing Day sale (TBC) | £9,029 | £25,021 | £13,777 | £38,798 | 2.77x | 4.30x | £3,738 |
| 2026-12-27 Sun Boxing sale (TBC) | £5,539 | £13,234 | £10,568 | £23,802 | 2.39x | 4.30x | £1,830 |
| 2026-12-28 Mon Boxing sale (TBC) | £5,539 | £12,061 | £11,741 | £23,802 | 2.18x | 4.30x | £1,830 |
| 2026-12-29 Tue Boxing sale (TBC) | £5,539 | £13,527 | £10,275 | £23,802 | 2.44x | 4.30x | £1,830 |
| 2026-12-30 Wed Boxing sale (TBC) | £5,539 | £12,191 | £11,611 | £23,802 | 2.20x | 4.30x | £1,830 |
| 2026-12-31 Thu Boxing sale (TBC) | £5,539 | £16,979 | £6,823 | £23,802 | 3.07x | 4.30x | £1,830 |
Draft, 30 October 2026. Our forecast is on page 2.