Retention · First-time customers

Q1 cohort retention — with insights

Customers acquired in Q1 2026, tracked across the 12 months following first purchase. Repeat purchase rate.

Avg 90-day retention

28.4%

↑ 4.2 pts vs Q4 cohort

Best performing cohort

Mar '26

+11 pts above average

Steepest 30→60 drop

Jan '26

−14 pts loss

Cohort heatmap

% of cohort that repurchased in month N

Cohort	Size	M1	M2	M3	M4	M5	M6	M7	M8	M9	M10	M11	M12
Apr '25	2,184	100	42	31	24	19	16	14	12	11	10	9	8
May '25	2,038	100	38	28	22	18	15	13	11	10	9	8
Jun '25	1,892	100	40	29	23	19	16	14	12	11	10
Jul '25	2,512	100	44	32	25	20	17	15	13	12
Aug '25	2,748	100	46	34	27	22	18	15	13
Sep '25	2,420	100	45	33	26	21	17	14
Oct '25	2,684	100	43	31	24	19	16
Nov '25	3,128	100	47	35	27	22
Dec '25	3,604	100	42	29	19
Jan '26	2,896	100	39	25
Feb '26	2,742	100	44
Mar '26	2,964	100

Retention curves — selected cohorts

Months since first purchase

Apr '25 cohortAug '25 cohortJan '26 cohort

Insight

Q3 cohorts retain 12% better than Q1 cohorts.

Customers acquired during Aug-Oct 2025 are repeating at 27% by month 6. Q1 2026 cohorts are tracking toward 19%. Likely driver: more category breadth in fall acquisition.

Concern

December cohort drops sharply at month 3.

Holiday gift buyers don’t come back to buy for themselves. Worth running a Jan re-engagement specifically for Dec acquisitions.

Opportunity

Trade customers retain at 67% by month 6.

Roughly 2.4× the retail rate. Investment in trade acquisition compounds disproportionately. See the segment compare below.

Segment compare

90-day retention by segment

Segment

Cohort size

90d ret

Trade designers

312

67.0%

Repeat retail (LTV $1K+)

2,108

48.2%

First-time retail

8,602

28.4%

Discount-driven first purchase

3,418

14.1%

Holiday gift buyers

2,148

9.4%