15% off Labor Day sale: revenue +102%, blended ROAS 10.11x → 13.17x
Commentary byROASArchiveOur analysis, not theirsA bedding brand ran a simple 15% off Labor Day sale and revenue rose 102.1%, from $32,768.61 to $66,218.62. Blended ROAS went from 10.11x to 13.17x. @SamPiliero's team runs ads for the brand and shared the dashboard.
- Revenue: $32,768.61 → $66,218.62 (+102.1%). Sales roughly doubled.
- Orders: 177 → 318 (+79.7%). More people bought, not just bigger baskets.
- Blended ROAS (Google, Meta and Shopify): 10.11x → 13.17x (+30.3%). Ad spend worked harder overall.
- Contribution margin: $29,526.90 → $61,189.43 (+107.2%). Margin grew even after the discount.
The change
Before
The comparison period, with no sale shown, brought in $32,768.61 from 177 orders at 10.11x blended ROAS.
After
The brand ran 15% off for Labor Day. The sale period brought in $66,218.62 from 318 orders.
Our reading: why it likely worked
Our interpretation, not the advertiser's claim.
- A holiday sale gives shoppers a reason to buy now, and Labor Day is a known bedding sale moment.
- 15% was enough to trigger urgency. The team argues deeper 30-50% cuts aren't always needed.
- Contribution margin rising faster than revenue suggests the extra orders more than paid for the smaller discount.
Caveats: This is a before/after comparing the sale period to an earlier period, not a split test. The length of each period, ad spend and the comparison dates are not shared, and a holiday period would likely lift sales on its own.
How to run this in your account
- Hypothesis
- If we run a modest holiday discount (around 15%), then revenue and orders will rise because the event gives a clear reason to buy now without giving away too much margin.
- Primary metric
- Revenue
- Guardrails
- Contribution margin
- Blended ROAS
- Orders
- Who should try it
- Brands in categories where shoppers expect holiday sales, like bedding or home goods. It may not work for products bought on need rather than timing, or where buyers wait for bigger discounts.
Questions
How much discount do you need for a Labor Day sale?
This bedding brand used 15% off and still doubled revenue, with orders up 79.7%.
A big discount isn't always needed to create urgency.
Does a discount sale hurt ROAS?
Not here. Blended ROAS rose from 10.11x to 13.17x during the sale, and contribution margin grew 107.2%.
What is blended ROAS?
It is total store revenue divided by total ad spend across channels.
Here it combines Google, Meta and Shopify data.