Products with $5K+ in 2024 revenue that declined 50%+ year-over-year. These are candidates for discontinuation or strategic revival.
Revenue by Format
6.5oz Candle Deep Dive — Discontinuation Analysis
Key Finding
6.5oz candles generated $1.10M total but declined 43% YoY ($675K → $386K). However, candle buyers are 2.8× more valuable ($161 avg LTV vs $58 for non-candle buyers) and 72% also buy sprays. Discontinuation risks losing high-value customers.
Individual 6.5oz Candle Performance
Candle Buyer Cross-Purchase Analysis
What else do 6.5oz candle buyers purchase? Based on 14,832 unique Shopify buyers.
Product Reorder Rates (Shopify, 100+ customers)
Reading this data
Repeat rate = % of customers who purchased this specific product on 2+ separate orders. Discovery sets are intentionally low (one-time gateway). Sprays and candle inserts should be highest — these are the replenishment products.
Meta Spend vs Amazon Revenue — Monthly
The Halo Effect
Meta ads drive Shopify conversions directly, but they also drive Amazon searches and purchases that Meta never sees. The correlation between Meta spend and Amazon revenue is r=0.72 (strong), and each additional $1 of Meta spend is associated with $0.54 of Amazon revenue lift. This means Meta's true ROAS is significantly higher than reported.