Beekman 1802’s simple trick to boost Black Friday sales without deep discounts

Beekman 1802 is named after a historic farm in upstate New York, where co-founders Josh Kilmer-Purcell and Dr. Brent Ridge live with their goats. In 2008, they made their first goat’s milk soap right at the kitchen table.

Since then, the business has scaled dramatically, to sell not only soap but a variety of skin health products. 

In 2023, Beekman 1802 was behind revenue goals, and competitor sales were launching left and right.

The team was worried. By the time their holiday sale launched, would consumers still have the disposable income and energy to invest in a discretionary good?

If they wanted to make artisanal soap and skincare products resonate in a crowded, discount-saturated market, they needed to tightly optimize their Black Friday offer and communications.

Discount less and still surpass your ambitious BFCM goals

Beekman 1802 used Klaviyo’s data and personalization capabilities to prepare for BFCM by segmenting customers on factors like purchase history. When BFCM 2023 arrived, Beekman 1802 was ready to execute an effective personalized messaging strategy.

They sent new subscribers messaging around efficacy, and lapsed subscribers discount-focused messaging. For their most frequent shoppers, they focused on brand and heritage with a plain-text email from their founders.

Ultimately, Beekman 1802 exceeded their goals for the holiday weekend—growing revenue from email 74%.

Get similar results 

Your business can discount less and grow revenue, too. Here’s how:

• Read the full Beekman 1802 x Klaviyo case study 
• Design a custom segmentation strategy for your business