Mad Hudson · merch drop · exploratory atlas

What the merch drop did, chart by chart

Every order, product, search click and abandoned cart we can see from the 59 days around the 24 September drop. This is the exploring pass: many small charts, each tied to its source. The story comes after.

What stands out

Nine first reads from the charts below. They're observations, not conclusions. Each one names the chart it comes from.

  1. Three days stand out, each driven by a different channel. 1 September: 25 orders, 9 direct and 4 by email. 12 September: 33 orders, 25 of them in person. 25 September, the day after the drop: 18 orders, 14 direct, followed by 15 in-person sales that weekend. Daily orders by channel.
  2. Mad Huddies sold 16 in two days, then went nearly flat. The hoodie is the merch launch; the tees and costume sell a few at a time. Merch launch curves.
  3. Watch revenue peaked two weeks before the drop; merch peaked the week of it. Per day, merch gained $103 and watches lost $353 after 24 September, but the watch decline started with the end of the early-September preorder wave. It isn't evidence that merch took watch buyers. Weekly overview; before and after the drop.
  4. Almost nobody adds merch to a watch order. 5 of 283 paid orders (1.8%) had both, averaging $240 against $212 for a watch alone. Five orders is too few to price an add-on from; whether merch buyers come back for a watch is a question for 60–90 days from now. Baskets.
  5. Two in three orders carry a discount, deepest in mid-September. 193 of 293 orders show one, peaking at 17.4% of subtotal the week of 14 September. Revenue on this page is list price, so real takings are lower. Codes can't be split out until the discount scope is granted. Discount depth.
  6. Search brings 36% of orders, but mostly from people who already know the name. 87% of search clicks are brand queries, the homepage takes 75% of them, and no merch page makes the top 16 pages in search. Orders by channel; Search.
  7. Bone Break was abandoned 38 times, almost as often as it sold. 49 units sold against 38 abandoned checkouts, the widest gap of any product. Across the store, 115 checkouts were abandoned against 293 orders. Abandoned checkouts against sales.
  8. Search clicks jumped on 3–4 October without a matching rise in orders. Clicks went from about 60 a day to 288, then 522; orders those days were 5 and 4. Worth asking Connor what went out on the 3rd. Search clicks per day.
  9. Five merch sizes are sold out, and margin can't be computed. The sold-out sizes are set to stop taking orders. Only 11 of 44 active variants have a unit cost. Merch stock; catalogue health.

Sales

Revenue here is list price × quantity from order line items, the only figure that ties across product, week and day. Discounts are shown separately.

Baskets & price

What goes in a single order, what it costs, and how much of it is discounted or shipped free.

Where buyers come from

Channel is the order's first-touch source as Shopify records it; in-person and draft orders are split out first. "Unknown" is reported, not guessed.

Lost carts

Checkouts started and not finished, from the abandoned-checkouts pull for the same window. Recovery isn't flagged in this pull, so the chart shows counts only.

Catalogue health

What the store's own product data can and can't support. Every gap here blocks a metric somewhere else on the page.

Blind spots

What this page can't see yet, and what would open it up. All of these are read-only asks of Connor.