Executive Summary
Your weakest recent cohort is May 2026: 4.6% of its new customers ordered again within 90 days, 54% below the 10% benchmark for Gifting / Occasion-Based. 6 of 9 cohorts we can compare repurchased better than the same month last year. The biggest story is December 2025: 1,352 past customers came back after 6+ months away (972 yearly regulars and 380 gone 18+ months), 29% of that month's buyers. 1 cohort is critical and 2 are in warning status.
11.3%
Avg Repurchase Rate (90d)
3
Cohorts Needing Attention
5,053
Past Customers Back After 6+ Months
Klaviyo Benchmarks — Gifting / Occasion-Based · Oct 2025 – Sep 2026
1.13
32nd percentile
1.10
1.38
1.42
46th percentile
1.25
1.80
$106.53
59th percentile
$72
$128
4.1%
79th percentile
1.8%
3.8%
6.2%
80th percentile
2.1%
5.5%
$4.85
79th percentile
$1.60
$4.40
41.2%
47th percentile
36.0%
48.0%
0.7%
19th percentile
0.9%
2.1%
0.2%
55th percentile
0.1%
0.4%
1.1%
60th percentile
0.6%
1.4%
$1.35
59th percentile
$0.55
$1.90
1.9%
42nd percentile
1.2%
3.4%
Cohort Overview
Each row is the customers who placed their first ever order that month, and how many of them ordered again within 30, 60, 90 and 180 days. "vs last year" compares the 90-day rate with the same month a year earlier, so seasonal swings don't read as problems.
| Cohort |
New customers |
RR 30d |
RR 60d |
RR 90d |
RR 180d |
90d vs last year |
LTV 90d |
First order |
Status |
| 2026-09 |
1,027 |
— |
— |
— |
— |
— |
— |
$100 |
MATURING |
| 2026-08 |
838 |
8.3% |
— |
— |
— |
— |
— |
$95 |
MATURING |
| 2026-07 |
832 |
8.4% |
12.0% |
— |
— |
— |
— |
$94 |
MATURING |
| 2026-06 |
1,039 |
8.5% |
13.1% |
14.3% |
— |
+2.5 pts |
$111 |
$95 |
HEALTHY |
| 2026-05 |
1,913 |
3.1% |
4.1% |
4.6% |
— |
-0.9 pts |
$120 |
$115 |
CRITICAL |
| 2026-04 |
1,073 |
8.8% |
13.6% |
15.4% |
— |
+3.0 pts |
$118 |
$99 |
HEALTHY |
| 2026-03 |
975 |
9.4% |
12.7% |
14.0% |
15.7% |
+1.4 pts |
$110 |
$94 |
HEALTHY |
| 2026-02 |
1,613 |
7.9% |
12.0% |
13.3% |
16.2% |
+2.2 pts |
$121 |
$106 |
HEALTHY |
| 2026-01 |
847 |
6.9% |
10.9% |
12.2% |
14.6% |
+2.1 pts |
$105 |
$91 |
HEALTHY |
| 2025-12 |
3,238 |
3.5% |
5.3% |
6.0% |
9.3% |
-0.9 pts |
$136 |
$129 |
WARNING |
| 2025-11 |
1,953 |
3.9% |
6.0% |
6.9% |
9.8% |
-2.2 pts |
$89 |
$80 |
WARNING |
| 2025-10 |
941 |
10.3% |
14.0% |
15.4% |
18.4% |
+1.4 pts |
$120 |
$102 |
HEALTHY |
A dash means the window isn't over yet: every customer in the cohort needs the full 30, 60, 90 or 180 days after their first order before the rate is final. MATURING cohorts are less than 90 days past the end of their month. Status combines the 90-day rate with the first-order value vs the same month last year.
Trend Visualization
Repurchase Rate by Cohort (90-Day)
Average LTV by Cohort (90-Day)
The July to September 2026 cohorts aren't plotted yet: their customers haven't all had 90 days since their first order.
Who Bought Each Month
Not everyone who orders in a month is new. This splits each month's buyers by how long it had been since their previous order. December 2025 stands out: 1,352 past customers came back, worth $192,697.
| Month |
Buyers |
New |
Back within 6 mo |
Yearly regulars |
Won back (18+ mo) |
Back after 6+ mo |
Their revenue |
| 2025-10 |
1,286 |
941 |
131 |
197 |
17 |
17% |
$23,327 |
| 2025-11 |
2,635 |
1,953 |
152 |
442 |
88 |
20% |
$44,846 |
| 2025-12 |
4,722 |
3,238 |
132 |
972 |
380 |
29% |
$192,697 |
| 2026-01 |
1,250 |
847 |
196 |
198 |
9 |
17% |
$20,529 |
| 2026-02 |
2,278 |
1,613 |
173 |
406 |
86 |
22% |
$56,985 |
| 2026-03 |
1,439 |
975 |
253 |
199 |
12 |
15% |
$20,350 |
| 2026-04 |
1,471 |
1,073 |
209 |
177 |
12 |
13% |
$19,005 |
| 2026-05 |
3,033 |
1,913 |
219 |
733 |
168 |
30% |
$110,505 |
| 2026-06 |
1,456 |
1,039 |
174 |
236 |
7 |
17% |
$24,739 |
| 2026-07 |
1,223 |
832 |
157 |
223 |
11 |
19% |
$23,519 |
| 2026-08 |
1,258 |
838 |
170 |
233 |
17 |
20% |
$25,526 |
| 2026-09 |
1,404 |
1,027 |
147 |
215 |
15 |
16% |
$25,678 |
Each buyer is counted once per month, by the gap since their previous order: within 6 months, 6 to 18 months (yearly regulars, usually back for the same occasion) or more than 18 months (won back). "Their revenue" is what the yearly regulars and won-back customers spent that month.
Did Last Year's New Customers Come Back?
The cohorts from a year earlier, now old enough to show what happens over a full year. For occasion buyers the next occasion is the real test, so the 365-day rate matters more than the 90-day one. On average 23.1% came back within a year, vs 10.7% within 90 days.
| Cohort |
New customers |
RR 90d |
RR 180d |
RR 365d |
LTV 365d |
First order |
| 2025-09 |
836 |
12.0% |
14.2% |
20.8% |
$122 |
$96 |
| 2025-08 |
752 |
12.5% |
15.3% |
21.4% |
$119 |
$91 |
| 2025-07 |
694 |
10.9% |
12.7% |
20.2% |
$115 |
$89 |
| 2025-06 |
869 |
11.8% |
13.5% |
20.2% |
$119 |
$94 |
| 2025-05 |
1,805 |
5.5% |
7.4% |
27.3% |
$146 |
$112 |
| 2025-04 |
894 |
12.4% |
14.8% |
21.8% |
$123 |
$95 |
| 2025-03 |
797 |
12.6% |
15.6% |
23.1% |
$119 |
$90 |
| 2025-02 |
1,434 |
11.0% |
13.5% |
28.7% |
$138 |
$103 |
| 2025-01 |
733 |
10.1% |
12.0% |
18.7% |
$111 |
$87 |
| 2024-12 |
2,815 |
6.9% |
10.0% |
29.3% |
$166 |
$126 |
| 2024-11 |
1,762 |
9.0% |
11.6% |
22.8% |
$125 |
$97 |
| 2024-10 |
912 |
14.0% |
15.9% |
22.9% |
$127 |
$97 |
Cohorts That Need Attention
Only months marked WARNING or CRITICAL in the Cohort Overview table get a card: November 2025, December 2025 and May 2026. A month can only be judged once all its customers have had 90 days, so June 2026 is the newest one that could appear here.
Repurchase Rate (90d)
6.9%
What This Means
Of 1,953 customers acquired in November 2025, 134 made a second purchase within 90 days (6.9%). This is 31% below the 10% benchmark and below your 11.3% average across all cohorts. This cohort ranks #7 of 9.
Contributing Factors to Investigate
- Holiday acquisition surge — 1,953 customers is 1.8x your typical monthly cohort. Holiday buyers are often one-time gift purchasers with no personal attachment to the brand, making repeat purchases structurally harder.
- Below-average AOV ($84 vs $101 median) suggests discount-driven or entry-level buyers. Price-sensitive customers are harder to retain without ongoing incentives — consider whether the margin supports it.
- Repurchase rate is down vs November 2024 (9.0% → 6.9%). Same season, so this is a real change: check acquisition channels, product mix, or promotional strategy.
- 90-day LTV is down more than 15% vs November 2024: new customers from this season are worth less than they were a year ago.
- First-order value dropped 17% vs November 2024 — possible shift toward lower-margin products or heavier discounting.
- For context: 22.8% of November 2024's new customers came back within a year, vs 9.0% within 90 days. For occasion buyers the next occasion, not the next 90 days, is the real test.
Recommended Actions
- Create a Klaviyo segment for November 2025 holiday buyers and split them: gift-for-others vs self-purchasers. The retention strategy is fundamentally different — gift buyers need occasion reminders, self-buyers need product follow-ups.
- With 1,953 customers, even a 1% improvement in retention = 20 additional repeat buyers at ~$84 AOV. Audit which acquisition channels from this period produced the highest-retention customers and reallocate budget accordingly.
- Test switching from percentage discounts to value-adds (free shipping, bonus item, loyalty points) for this buyer profile — discounts attract price-shoppers, value-adds attract brand-engaged buyers.
- For gift buyers, test a "reminder" flow triggered 2–3 weeks before the next major gifting occasion (birthday, anniversary, holiday) with a curated "gifts they'll love" collection.
Repurchase Rate (90d)
6.0%
What This Means
Of 3,238 customers acquired in December 2025, 195 made a second purchase within 90 days (6.0%). This is 40% below the 10% benchmark and below your 11.3% average across all cohorts. This cohort ranks #8 of 9.
Contributing Factors to Investigate
- Holiday acquisition surge — 3,238 customers is 3.0x your typical monthly cohort. Holiday buyers are often one-time gift purchasers with no personal attachment to the brand, making repeat purchases structurally harder.
- Premium AOV ($126 vs $101 median) — these are high-value buyers worth prioritizing. Even small improvements in retention yield outsized revenue gains.
- Repurchase rate is down vs December 2024 (6.9% → 6.0%). Same season, so this is a real change: check acquisition channels, product mix, or promotional strategy.
- For context: 29.3% of December 2024's new customers came back within a year, vs 6.9% within 90 days. For occasion buyers the next occasion, not the next 90 days, is the real test.
Recommended Actions
- Create a Klaviyo segment for December 2025 holiday buyers and split them: gift-for-others vs self-purchasers. The retention strategy is fundamentally different — gift buyers need occasion reminders, self-buyers need product follow-ups.
- With 3,238 customers, even a 1% improvement in retention = 32 additional repeat buyers at ~$126 AOV. Audit which acquisition channels from this period produced the highest-retention customers and reallocate budget accordingly.
- These $126+ buyers are VIP candidates. Build a high-touch post-purchase sequence: personal thank-you, curated recommendations, early access to new products. The ROI on retaining premium buyers is 2–3x a standard cohort.
- For gift buyers, test a "reminder" flow triggered 2–3 weeks before the next major gifting occasion (birthday, anniversary, holiday) with a curated "gifts they'll love" collection.
Repurchase Rate (90d)
4.6%
What This Means
Of 1,913 customers acquired in May 2026, 88 made a second purchase within 90 days (4.6%). This is 54% below the 10% benchmark and below your 11.3% average across all cohorts. This cohort ranks #9 of 9.
Contributing Factors to Investigate
- Mother's Day cohort — strongly occasion-driven buyers. The gap between gifting occasions means retention depends on converting them to self-purchasers or reminding them of future occasions.
- Acquisition spike (1,913 customers, 1.8x normal) — check what drove the surge. Paid campaigns that scale too fast often attract lower-intent buyers who inflate the cohort but deflate retention.
- Repurchase rate is down vs May 2025 (5.5% → 4.6%). Same season, so this is a real change: check acquisition channels, product mix, or promotional strategy.
- For context: 27.3% of May 2025's new customers came back within a year, vs 5.5% within 90 days. For occasion buyers the next occasion, not the next 90 days, is the real test.
Recommended Actions
- Build an occasion-reminder flow for May 2026 buyers targeting the holiday season (Nov/Dec). These buyers already demonstrated gifting intent — remind them before the next occasion.
- This is your weakest cohort — prioritize a dedicated investigation into what was different about this month's acquisition. Compare UTM sources, landing pages, and offer types vs your best-performing cohort.
- With 1,913 customers, even a 1% improvement in retention = 19 additional repeat buyers at ~$114 AOV. Audit which acquisition channels from this period produced the highest-retention customers and reallocate budget accordingly.
- Build a cross-sell recommendation campaign based on complementary products to what this cohort originally purchased — the next purchase is easier to trigger than the first.
- For gift buyers, test a "reminder" flow triggered 2–3 weeks before the next major gifting occasion (birthday, anniversary, holiday) with a curated "gifts they'll love" collection.
- Consider a re-engagement survey to understand why these buyers didn't return. For gift buyers, the answer may be simple: they don't need another gift yet. The insight determines whether to invest in win-back or accept the natural cycle.
CRM Task Summary
HIGH
Build one-time buyer segments for the Nov–Dec 2025 and May 2026 cohorts
New customers from these months who haven't ordered again. Split gift-for-others vs self-purchasers before messaging.
CRM Strategist
Within 3 days
HIGH
Launch a second-purchase campaign for Nov–Dec 2025 and May 2026 non-repeaters
90-day repurchase: Nov 6.9%, Dec 6.0%, May 4.6%. Segment by product category and send targeted offers.
Email Marketing Manager
Within 1 week
MEDIUM
Occasion-reminder flow for Nov–Dec 2025 and May 2026 gift buyers
Occasion buyers come back for the next occasion. Trigger reminders 2–3 weeks before it with a curated gift edit.
Email Marketing Manager
Within 2 weeks
HIGH
Yearly-regular reminder ahead of next December
In December 2025, 972 yearly regulars (last order 6–18 months earlier) and 380 customers gone 18+ months came back ($192,697). Remind last year's buyers before the occasion instead of waiting for them to remember.
CRM Strategist
4–6 weeks before the occasion
MEDIUM
Audit acquisition sources for the Nov–Dec 2025 and May 2026 cohorts
Compare retention by UTM source — identify which channels drove one-time vs repeat buyers.
Growth Lead
Within 2 weeks
MEDIUM
Review customer satisfaction signals for May 2026
Check support tickets, product reviews, and delivery metrics for this period.
Customer Experience Lead
Within 2 weeks
MEDIUM
Analyze discount strategy impact on customer retention
Multiple cohorts underperforming — assess whether promotional strategy is attracting one-time discount seekers.
Marketing Director
Within 3 weeks
LOW
Review and optimize post-purchase email sequence timing
Ensure post-purchase touchpoints align with the buying cycle: next occasion for gift buyers, replenishment for self-buyers.
CRM Strategist
Within 1 month
Data & Method
- Source
- Simulated order history for a fictional store
- First purchase
- From the full order history (since January 2021), so every new customer is genuinely new.
- Customer
- Store customer ID
- Order value
- Order total at checkout
- Orders left out
- 1,180 orders across the full history: 1,172 cancelled, 8 test orders
- Orders analyzed
- 19,009 orders placed by the 16,289 new customers above
- Existing customers
- 5,007 customers ordered in the window but first ordered before it, so they are not counted as new
- Time zone
- Store time (US Eastern)
- Data pulled
- October 25, 2026 09:29