Christmas Test 3 · 21 Oct to 4 Nov · Meta gave Holly & Fir and Noël almost no spend (£9 between them)
2Clear result
Gifting copy: talk to people comparing options
Same ads, five captions. The one explaining why a Pott makes a good gift won. "Not looking yet" and "ready to order" copy cost about 40% more per sale.
Comparing options“The nice thing about giving a Pott is that it keeps going.”
£4242 sales
Not looking yet: a proper present“A proper present, and one they'll keep for years.”
£5712 sales
Ready to order“Not sure which scent they'd like?”
£5814 sales
Not looking yet: always has a candle lit“Know someone who always has a candle lit?”
£5940 sales
Knows the product“Absolutely love these pots”
£826 sales · too few
Gifting Christmas 2026 copy test · 7 to 18 Oct · cost per sale by caption
3Clear result
Press: Ideal Home sells, the Telegraph doesn't
Both Ideal Home stills came in under £20 a sale. The Telegraph quote cost about twice as much, and the Telegraph video got no sales.
Three tests of how the copy opens. Every readable version finished within 25% of the others, and a different opening led each time (testimonial, question, review). Test what the copy says instead.
Christmas range
Testimonial first
£42499 sales
Set-up and twist
£4591 sales
Question and list
£4561 sales
Announcement
£4793 sales
Short copy
£4849 sales
Cook Candle
Question first
£2645 sales
Review first
£3410 sales
Moment first
£3421 sales
Buy once first
£1611 sales · too few
Short copy
£234 sales · too few
Tomato Vine
Review first
£3015 sales
Scene first
£3322 sales
Two makers first
£633 sales · too few
Short copy
£543 sales · too few
Question first
–0 sales · too few
Opening-line tests · 7 Oct to 9 Nov · cost per sale by opening
10Promising, not proven
Promising, not proven: two "winners" on small numbers
Each cost less per sale, but on around a third of the sales and spend of the runner-up. Rerun them with their own budget before we treat them as winners.
▶Ad 1079
▶Ad 1082
▶Ad 1033
