The Founding Family list: what it cost, what it has made, and what it needs to do over Black Friday

Meta ran a sign-up campaign from 23 Oct to 2 Nov to build a waiting list ahead of the Little Hyde & Hare launch. This page covers who signed up, what they have bought in the six days since launch, and how much they need to spend over Black Friday and Cyber Monday to return 4x to 5x what we spent.

Short version: we spent £1,772 and got about 1,400 people who are very interested (one in four clicked the launch email) but have mostly not bought yet.

So far they have returned 0.9x on first click (Triple Whale) and up to 1.9x counting everything they have bought.

To get to 4x, roughly 2% to 3% of them need to buy once over Black Friday and Cyber Monday. To get to 5x, it's 3% to 4%. Last year's Black Friday leads bought at 22% to 28%, so the target looks reachable, as long as this list gets its own Black Friday emails.

Spent on Meta

£1,772

23 Oct to 2 Nov

New people on list

1,364

£1.30 each (Meta tracked 1,124)

Revenue so far

£1,659 to £3,378

first click to all purchases

Return so far

0.9x to 1.9x

target 4x to 5x

1. Who we brought in

Meta's data on the 1,124 sign-ups it tracked. The audience is very concentrated, which is a good sign for Little: these are mums of young children or mums-to-be, not general H&H shoppers.

Sign-ups by age and gender

Women 25-34555

Women 35-44450

Women 45-5462

Men, all ages57

95% women, 89% aged 25 to 44. Spend was 89% England, 6% Scotland, 3% Wales, 2% Northern Ireland.

What else we know from Klaviyo

1,878 people on the list in total, 1,460 of them joined during the campaign, and 1,364 of those were completely new to H&H.
54 were referred by a friend through Viral Loops.
Only 7 have unsubscribed.
None have given SMS consent, so email is the only way to reach them.
We don't know what stage they're at (expecting or already a parent) or their child's age, because the sign-up form didn't ask.

Which ads brought them in

Two ads brought in 85% of the sign-ups, at the lowest cost.

Ad	Spend	Sign-ups	Cost each
010 · Video · Old World Is Returning	£771	531	£1.45
016 · Image · Press Eyes On Us · Field Run	£622	420	£1.48
020 · Image · Press Eyes On Us · Basket	£120	59	£2.04
015 · Image · Nurtured By Nature · Teepee	£121	54	£2.24
011 · Video · Old World Is Returning · Little W	£96	46	£2.09
Other 7 ads	£41	14	£2.93

2. How engaged they are

This list opens and clicks much more than the main H&H list. It has mostly not bought yet.

Email	Sent to	Recipients	Open rate	Click rate	Bought
Welcome to Little (1 week to launch), 26 Oct	Little list	685	64%	1.0%	0.15%
Little Launch, Founding Family, 3 Nov	Little list	1,733	61%	25.7%	0.64%
Little Launch, 3 Nov	Main H&H list	8,943	67%	4.3%	0.28%

Of everyone on the Little list who clicked the launch email, only about 1 in 40 bought. They want to look but aren't buying yet. Possible reasons: timing (a baby not yet born, or a gift for later), the price, or the range not having what they wanted.

3. Revenue so far

Each way of counting gives a different answer. First click (Triple Whale) is the fairest for a campaign like this, because its job is to bring in new people, not to close the sale. "All purchases since joining" is the upper limit.

How it's counted	Orders	Revenue	Return on £1,772
Triple Whale, last click	2	£228	0.1x
Triple Whale, linear	12	£1,041	0.6x
Triple Whale, first click	9	£1,659	0.9x
Klaviyo: everything sign-ups bought after joining	19	£3,378	1.9x
Of which Little products	6	£714	0.4x

13 of the 19 buyers bought main H&H products (rugs, hot water bottles, cushions), not Little. The list is feeding the main brand as much as Little.
4 of the 9 first-click orders were completed through an email, which is exactly how this list is meant to work.
One £749 order makes up almost half of the first-click revenue. Without it, first click is about 0.5x.
The whole list of 1,878, including the earlier sign-ups from before the campaign, has spent £5,108 since 22 Oct.

4. What they need to do over Black Friday and Cyber Monday

Black Friday is 27 Nov and Cyber Monday is 30 Nov. The table below shows how much more revenue the 1,364 new sign-ups need to bring in, and what share of them need to buy once to get there. It shows two average order sizes: £143 (Little orders so far) and £196 (H&H's average order over Black Friday last year).

Target	Starting from	Revenue still needed	Orders at £143	Orders at £196	Share of list that must buy
4x = £7,088	First click (£1,659)	£5,429	38	28	2.0% to 2.8%
4x = £7,088	All purchases (£3,378)	£3,710	26	19	1.4% to 1.9%
5x = £8,860	First click (£1,659)	£7,201	50	37	2.7% to 3.7%
5x = £8,860	All purchases (£3,378)	£5,482	38	28	2.1% to 2.8%

This assumes one order per buyer and doesn't take Black Friday discounts off the order value. If there's a discount, average orders get smaller and more people need to buy.

Is 2% to 4% realistic? What last year's lists did

List	People	Bought	Revenue
BFCM 2025 Early Access leads, over BFCM 2025 (Meta, £731 spent)	208	28% (59)	£14,643 (20x)
Of which brand-new to H&H	122	22% (27)	£6,136
BFCM 2024 leads, over BFCM 2025 (one year later)	96	7.3% (7)	£694
Founding Family list, so far (bought since joining, 6 days after launch)	1,364	1.0% (14)	£2,131

This isn't a fair comparison. Last year's leads signed up for early access to a sale, days before it started, so they were ready to buy. The Founding Family list signed up for a new brand launch. Even so, the year-old 2024 list still bought at 7.3% during Black Friday, without being a sale-specific sign-up. That suggests 2% to 4% is a realistic target, provided this list gets its own Black Friday emails and doesn't just receive the main H&H campaign.

5. What we'd do to get there

Send this list its own Black Friday early access. Last year, early access was what got leads to buy at 22% to 28%. Send it from the Little brand the day before the main list gets it.
Lead with Little, but include the H&H products they're already buying. 13 of the 19 buyers bought main H&H products, and Black Friday is when H&H's higher-priced products sell. One email can show both.
Find out why the clickers aren't buying. 25.7% clicked and 0.64% bought. Check Clarity recordings of that click-through, and send one email to clickers who didn't buy before Black Friday.
Ask for SMS consent and their child's stage. No one has given SMS consent, and we don't know if they're expecting or already parents. One question in the welcome flow would let us segment Christmas emails properly.
Before running the lead campaign again, re-run this report on 2 Dec. If the list reaches 4x after Black Friday, run it again with ads 010 and 016 only.

Where the numbers come from

Spend and sign-ups: Meta campaign "LHH Pre-Launch Founding Family" (23 Oct to 2 Nov), counted with the custom conversion "LHH Founding Family Sign-up".
List and purchases: Klaviyo list "Little email signups (founding members)" and Shopify Placed Order events from 22 Oct to 8 Nov. The campaign group is people who joined between 23 Oct and 3 Nov and were new to Klaviyo. Klaviyo can't separate Meta sign-ups from people who signed up on the Little page without an ad; Meta tracked about 82% of them.
Attribution: Triple Whale orders from 23 Oct to 8 Nov, matched on the campaign ID. Triple Whale only counts buyers it can track back to the ad click, so it probably misses some, such as people who sign up on their phone and buy on a laptop.
Benchmarks: the Klaviyo list "FB Lead Ads Black Friday Early Access", with orders from 10 Nov to 7 Dec 2025.