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Ready Created 2026-04-06 1/30 tasks

Memorial Day Patriotic Collection Promotion 2026

Priority: P1 Category: PREP Campaign Window: April 14 – May 25, 2026 (6 weeks) Stores: Shiplap Quilt Shop + Fabric Outlet

Executive Summary

Cross-store Memorial Day promotion featuring Stars & Stripes Forever and Freedom Garden patriotic fabric collections. Shiplap leads with fat quarter bundles and quilt kits (full-price, curated positioning). Fabric Outlet leads with 10" stackers and yardage (outlet/value positioning). Campaign runs 6 weeks with a tiered email sequence, Meta Ads, and organic social. Execution requires Cole approval for discount codes, ad spend, and Klaviyo campaigns before activation.

Research Phase

Current State

  • Shiplap: Full-price quilting retailer. Active Klaviyo flows: Welcome Series, Back In Stock. ~$89K/mo revenue, ~53% margin.
  • Fabric Outlet: Closeout/outlet retailer. Active Klaviyo flows: Welcome Series, Abandoned Cart, Review Request. ~$38K/mo revenue, ~38% margin.
  • Meta Ads: ASC+ format delivers 59% better ROAS (7.76x vs 4.89x). Weekend performance 2x weekdays. Preferred ad format.
  • Collections in scope: Stars & Stripes Forever, Freedom Garden (both patriotic-themed, expected spring/summer inventory).
  • Customer demographic: 55–80 year old female quilters, project-driven, brand-loyal, 35% repeat purchase rate.

Seasonal Context

  • Memorial Day is Q2's equivalent of Black Friday for patriotic/Americana quilters — red/white/blue projects are planned months in advance.
  • Mid-April start captures quilters who need lead time for holiday projects.
  • Q2 is moderate season; target CPA ≤$18 per CLAUDE.md seasonality guidance.

Constraints

  • No discount codes or email campaigns can be activated without Cole's approval.
  • Ad spend changes require explicit approval.
  • Inventory availability for patriotic collections must be confirmed before scaling.
  • Browse Abandonment flow (FO) is in progress — timing overlaps, so campaign emails should use separate sending profile/list to avoid frequency conflicts.

Options Considered

Option 1: Discount-led promotion (%-off codes)

Approach: 10–15% off patriotic fabrics sitewide for both stores throughout campaign. Pros: Simple, broad appeal, easy to message. Cons: Erodes margin (Fabric Outlet already at 38%), trains customers to wait for discounts, less differentiation. Estimated Effort: Low

Option 2: Bundle/kit value emphasis with minimal discount

Approach: Highlight curated bundle value (fat quarter bundles, quilt kits, stackers) with free-shipping threshold and a modest loyalty discount for email subscribers only. No public sitewide sale. Pros: Protects margin, rewards loyal customers, creates urgency through scarcity (limited collection sizes), positions brands as premium rather than clearance. Cons: Lower impulse conversion vs. percent-off headline. Estimated Effort: Medium

Option 3: Tiered early-access model

Approach: Week 1–2 email subscribers get early access + 10% off. Week 3+ general public at full price with free gift (pattern) threshold. Pros: Rewards list subscribers (list growth incentive), creates exclusivity, soft launch tests demand before ad spend. Cons: More complex to set up (segment logic, expiring codes). Estimated Effort: Medium-high

Chosen Approach

Decision: Option 3 (Tiered early-access) with elements of Option 2's margin protection.

Rationale:

  1. Email subscribers are highest-LTV customers — rewarding them first protects relationships without cheapening public pricing.
  2. Soft launch in weeks 1–2 validates product demand before committing ad budget.
  3. Free pattern threshold (rather than blanket % off) protects margin while still delivering perceived value.
  4. Aligns with existing Klaviyo infrastructure — can segment customers vs. non-customers in welcome/campaign logic.

Trade-offs Accepted:

  • More setup complexity vs. simple sitewide discount.
  • Requires two separate Klaviyo campaign sends per store (subscriber early access + general list).

Campaign Structure

Product Matrix

Store Products Price Point Offer
Shiplap Stars & Stripes FQ Bundle (18–20 pcs) ~$54–65 10% off for email subscribers (wk 1–2 only)
Shiplap Freedom Garden Quilt Kit ~$85–110 Free digital pattern with kit purchase (wk 3–5)
Fabric Outlet Stars & Stripes 10" Stacker ~$28–38 10% off for email subscribers (wk 1–2 only)
Fabric Outlet Freedom Garden Yardage ~$7.99–9.99/yd Buy 3+ yards, free shipping (threshold: $30+)

Note: Exact pricing must be confirmed against live Shopify catalog before campaign launch.

Discount Code Structure (Requires Approval)

Code Discount Store Valid Dates Who Gets It
PATRIOT10SHP 10% off Shiplap Apr 14–28 Email subscribers (Klaviyo campaign only)
PATRIOT10FO 10% off Fabric Outlet Apr 14–28 Email subscribers (Klaviyo campaign only)
FREEDOM25 Free pattern PDF download link (not a Shopify discount) Both May 1–25 Anyone at checkout with kit/bundle ≥$50

6-Week Campaign Timeline

Week 1 (Apr 14–20): Subscriber Early Access

  • Email send (both stores): "You're first — early access to our patriotic collection" → PATRIOT10 codes
  • Social: Teaser posts — "Red, white & blue is on its way" (no price revealed)
  • Meta Ads: OFF (soft launch, validate email demand first)
  • Shiplap action: Staff aware, collection featured on homepage
  • FO action: Collection banner added, stacker + yardage featured

Week 2 (Apr 21–27): Early Access Close / General Launch Prep

  • Email send (both stores): "Last chance — 10% off ends Sunday" reminder to subscriber early access segment
  • Social: Product photography, "perfect for your Memorial Day quilt" angle
  • Meta Ads: OFF (still building creative, validating inventory)
  • Ad creative: Finalize 3 creatives per store (see Ad Creative section below)

Week 3 (Apr 28 – May 4): Full Launch + Meta Ads On

  • Email send (both stores): "Now live — our patriotic collection" to full list (no code, full price, urgency framing)
  • Meta Ads: Launch ASC+ campaigns (see budget recommendations below)
  • Social: Product demos, in-progress quilt photos (if staff can contribute), "make it for Memorial Day"
  • FO specific: Feature "buy more, ship free" messaging for yardage

Week 4 (May 5–11): Mid-Campaign Push

  • Email send: Skip (avoid frequency fatigue — flows still running)
  • Meta Ads: Review performance; scale if CPA ≤$18 per Q2 thresholds
  • Social: Customer project UGC solicitation: "Tag us #PatrioticQuilts" (repost if any come in)
  • Retargeting: Enable retargeting ads targeting site visitors from wk 1–3

Week 5 (May 12–18): Scarcity Push

  • Email send (both stores): "Running low — these won't be restocked" (genuine scarcity messaging if inventory is actually limited)
  • Meta Ads: Maintain or modest scale if performing. Watch for frequency creep.
  • Social: "3 weeks left to finish your Memorial Day quilt" countdown content

Week 6 (May 19–25): Memorial Day Weekend Final Push

  • Email send (both stores): "Happy Memorial Day from [Store]" — themed send, feature finished project photos
  • Meta Ads: Maintain through May 25, then pause patriotic-specific campaigns
  • Social: Day-of Memorial Day post — honoring the holiday, showing quilt project completions
  • Post-campaign: Tag buyers for future patriotic collection retargeting list

Email Campaign Sequences (Klaviyo)

Store: Shiplap Quilt Shop

Send 1 — Apr 14 (Subscriber Early Access)

  • Subject: "Early access: Patriotic fabrics for your Memorial Day quilt"
  • Body: Announce Stars & Stripes Forever FQ bundle + Freedom Garden quilt kit. Exclusive 10% off with code PATRIOT10SHP. Valid 2 weeks only.
  • CTA: Shop the collection
  • Segment: Full list (or active subscribers 90-day engaged)

Send 2 — Apr 27 (Early Access Reminder)

  • Subject: "Last call — 10% off ends tonight"
  • Body: Short reminder. Show the bundles. Code expires midnight.
  • CTA: Use your code now
  • Segment: Opened Send 1 but did not purchase

Send 3 — Apr 28 (General Launch)

  • Subject: "The patriotic collection is here — perfect for Memorial Day"
  • Body: Full-price launch, kit + bundle photos, urgency via limited run/seasonal framing.
  • CTA: Shop before it sells out
  • Segment: Full list (exclude Send 1 purchasers)

Send 4 — May 12 (Scarcity)

  • Subject: "Low stock alert: Stars & Stripes collection"
  • Body: Inventory is moving. Feature remaining SKUs. Tie to "finish by Memorial Day."
  • CTA: Get yours now
  • Segment: Clicked but didn't purchase in Sends 1–3

Send 5 — May 22 (Memorial Day Weekend)

  • Subject: "Happy [almost] Memorial Day from Shiplap"
  • Body: Light, warm holiday send. Feature a completed project photo. Link to collection.
  • CTA: Grab it for next year (plants post-holiday restock interest)
  • Segment: Full list

Store: Fabric Outlet

Send 1 — Apr 14 (Subscriber Early Access)

  • Subject: "You're first: Patriotic fabrics at outlet prices"
  • Body: Feature Stars & Stripes 10" stacker + Freedom Garden yardage. Code PATRIOT10FO for 10% off, valid 2 weeks.
  • CTA: Shop the patriotic collection
  • Segment: Active subscribers (90-day engaged)

Send 2 — Apr 27 (Early Access Reminder)

  • Subject: "10% off expires tonight — patriotic fabrics"
  • Body: Short. Stacker photo. Code reminder.
  • CTA: Use PATRIOT10FO now
  • Segment: Opened Send 1 but did not purchase

Send 3 — Apr 28 (General Launch)

  • Subject: "Just dropped: Red, white & blue fabrics for less"
  • Body: Full price, outlet value positioning. Feature $/yard pricing. Free shipping nudge.
  • CTA: Shop now
  • Segment: Full list (exclude Send 1 purchasers)

Send 4 — May 12 (Scarcity)

  • Subject: "Stock alert: Patriotic fabrics going fast"
  • Body: "These are closeout — once they're gone, they're gone." Urgency is authentic at FO.
  • CTA: Shop before it's gone
  • Segment: Clicked but didn't purchase in Sends 1–3

Send 5 — May 22 (Memorial Day Weekend)

  • Subject: "Happy Memorial Day — red, white & blue fabrics still in stock"
  • Body: Holiday greeting, link to collection, note any remaining inventory.
  • CTA: Shop the collection
  • Segment: Full list

Meta Ads Strategy

Campaign Structure

Store Campaign Type Format Budget/Day Target CPA
Shiplap ASC+ Shopping Carousel + Single Image $40–60 ≤$18 (Q2 benchmark)
Fabric Outlet ASC+ Shopping Carousel + Single Image $30–50 ≤$18 (Q2 benchmark)
Both (combined) Retargeting Single Image $15–20/store ≤$12 (warm audience)

Rationale: ASC+ delivers 59% better ROAS than manual per historical data. Start conservative, scale 10-15% if CPA holds ≤$18 after 3 days and 5+ purchases.

Ad Creative Recommendations (3 per store)

Shiplap Creatives:

  1. Fat quarter bundle flat lay — red/white/blue fabrics fanned out on rustic wood surface. Headline: "Make something beautiful this Memorial Day."
  2. Quilt kit lifestyle shot — completed patriotic quilt on a bed or draped over a porch railing. Headline: "Everything you need. One kit."
  3. Carousel — each slide = 1 fabric from the collection with designer name and project idea.

Fabric Outlet Creatives:

  1. 10" stacker stack — clean product shot. Price overlay ("From $28.99"). Headline: "Patriotic fabrics. Outlet prices."
  2. Yardage bolt closeup + price/yard callout. Headline: "Red, white & blue by the yard — starting at $7.99."
  3. Before/after split screen — raw yardage on left, finished quilt square on right. Headline: "Designer fabrics for less."

Ad Schedule

  • Launch: Week 3 (April 28)
  • Retargeting on: Week 4 (May 5)
  • Scale check: May 5 (after 7 days of data)
  • Final pause: May 26 (day after Memorial Day)

Scaling Rules (per CLAUDE.md thresholds)

  • Scale 10-15% if: CPA ≤$15, ROAS ≥3.5x, inventory available — check before scaling
  • Pause if: CPA >$22 after $150 spend + 5 purchases, or ROAS <2.0 after $200 spend
  • Hero product treatment if Lori Holt fabrics in collection: target CPA $7–12, scale more aggressively

Organic Social Content Calendar

Date Platform Store Content
Apr 14 IG + FB Both "The patriotic collection is here — tease the preview" (subscriber early access announcement)
Apr 16 IG Shiplap Fat quarter bundle flat lay — close-up textures
Apr 18 FB Fabric Outlet "Outlet pricing on patriotic fabrics — in stock now"
Apr 21 IG Reel Shiplap "Unboxing" style reel of the Stars & Stripes bundle
Apr 24 IG Both Color palette post — what projects use red/white/blue
Apr 28 IG + FB Both Full collection launch announcement
May 1 IG Shiplap Quilt kit spotlight — what's included, estimated project time
May 5 FB Fabric Outlet "Closeout = limited run. Get yours before it's gone."
May 8 IG Story Both "Tag us #PatrioticQuilts" UGC ask
May 12 IG + FB Both Low stock reminder post
May 19 IG Both "One week to Memorial Day — how's your quilt coming?"
May 25 IG + FB Both Memorial Day post — show completed project or team photo

Implementation Plan

Phase 1: Setup (Apr 7–13) — REQUIRES APPROVAL

  • ☐ Cole confirms: Collections confirmed in Shopify (Stars & Stripes Forever, Freedom Garden) and in stock
  • ☐ Cole creates: Discount codes PATRIOT10SHP and PATRIOT10FO in Shopify (10% off, valid Apr 14–28)
  • ☐ Cole creates: Collection pages / tags in Shopify for campaign landing page (or confirm they exist)
  • ☑ Claude preps: Klaviyo email copy for all 5 sends per store (10 total drafts — see memorial-day-klaviyo-drafts.md)
  • ☐ Cole or team: Ad creative assets gathered (product photos, lifestyle shots per brief above)

Phase 2: Launch (Apr 14–28) — REQUIRES APPROVAL FOR SENDS

  • ☐ Cole activates: Klaviyo Campaign Send 1 (both stores) on Apr 14
  • ☐ Cole activates: Klaviyo Campaign Send 2 (both stores) on Apr 27
  • ☐ Shiplap + FO homepages updated with collection feature/banner
  • ☐ Social posts scheduled (team can use Buffer/Later or post manually)

Phase 3: Full Launch + Ads (Apr 28 – May 11) — REQUIRES APPROVAL

  • ☐ Cole creates + activates: Meta ASC+ campaigns (Shiplap + FO per spec above)
  • ☐ Cole activates: Klaviyo Campaign Send 3 (both stores) on Apr 28
  • ☐ Performance check May 5: CPA/ROAS review, scale decision
  • ☐ Retargeting campaigns enabled May 5

Phase 4: Push + Close (May 12–25) — REQUIRES APPROVAL

  • ☐ Cole activates: Klaviyo Campaign Send 4 (both stores) on May 12 (if low stock is genuine)
  • ☐ Meta ad scale/pause decisions based on May 5 performance review
  • ☐ Cole activates: Klaviyo Campaign Send 5 (both stores) on May 22
  • ☐ Social posts May 19 + May 25

Phase 5: Post-Campaign (May 26+)

  • ☐ Pause all patriotic-specific Meta campaigns
  • ☐ Export purchaser list for future patriotic collection retargeting
  • ☐ Campaign performance report (Shopify + Klaviyo + Meta)
  • ☐ Archive this plan to plans/archive/2026-04/

Acceptance Criteria

Must Have:

  • ☐ Both stores have patriotic collection products available in Shopify
  • ☐ 5 Klaviyo campaign emails drafted per store (10 total) and ready to send
  • ☐ Meta ad creative brief complete and ready for asset creation
  • ☐ Discount codes scoped correctly (store-specific, date-limited, subscriber-only)

Should Have:

  • ☐ Collection landing page / featured section live on both store homepages by Apr 14
  • ☐ Social calendar shared with Shiplap staff (Ed/Deana/Heather) for in-store photos
  • ☐ Ad creative assets (3 per store) ready by Apr 25

Nice to Have:

  • ☐ UGC hashtag campaign (#PatrioticQuilts) seeded with 1–2 staff project examples
  • ☐ Cross-store bundle (buy both stores = combined shipping or small discount) — complex, only if easy to implement

Revenue Projections (Conservative)

Based on Q2 seasonality and store baselines:

Store Avg Monthly Revenue Expected Campaign Lift 6-Week Incremental
Shiplap $89K/mo 8–12% during campaign weeks $10,000–15,000
Fabric Outlet $38K/mo 6–10% during campaign weeks $3,400–5,700
Combined — — $13,400–20,700

These are rough estimates based on revenue baselines and typical promotional lift. Do not use without verifying against actual campaign data.

Ad spend ROI target: $40–60/day Shiplap + $30–50/day FO × 28 days active = $1,960–3,080 total ad spend. At 3.5x ROAS floor, that's ~$6,900–10,780 attributed ad revenue. Net positive assuming margins hold.

Execution Log

2026-04-13

Cole confirmed via iMessage: FQ-15710-21 (Stars & Stripes) inventory = 0 — HOLD, do not run ads or send emails. FQ-15620-19 (Freedom Garden) inventory = 1 — barely safe but fragile. Cole recommends waiting until Stars & Stripes restocks before activating either collection. All campaign sends (Klaviyo Apr 14 Send 1 and Meta ads Apr 28) remain blocked on Stars & Stripes restock. Freedom Garden can technically launch solo but Cole's call.

Current blocker: Stars & Stripes OOS. Campaign start date (Apr 14) is tomorrow — needs immediate restock or timeline shift.

2026-04-11 (update 4)

Cole confirmed via iMessage: "Plan looks good. Approve all 3." Activating Welcome Flows (FO + Shiplap) himself now. Discount codes + Klaviyo Send 1 confirmed ready for Apr 14. Meta ads blocked by Custom Audience TOS + domain verification — Cole must complete both in Meta Business Manager before Apr 28 ad launch. Cannot be done programmatically (YOURS). Todo updated.

2026-04-11 (update 3)

Cole confirmed via iMessage: proceed with placeholder URLs. All 10 Klaviyo email drafts written and saved to ~/ai-projects/Marketing-Plans/memorial-day-klaviyo-drafts.md. Includes subject lines, preview text, segment logic, discount codes, and placeholder legend for both stores. Ready to load into Klaviyo once product URLs are confirmed.

2026-04-11 (update 2)

Cole confirmed via iMessage: PATRIOT10SHP + PATRIOT10FO codes live in Shopify (Apr 14–28). Authorized Klaviyo sends + Meta ads activation ($70-110/day, launching Apr 28).

Inventory re-check — STILL BLOCKED:

  • Queried Shopify (SHP + FO) for "Stars", "Stripes", "patriot" — 0 results on both stores.
  • Collections still do not exist. Cannot send Klaviyo emails without product URLs.
  • Send 1 is 3 days away (Apr 14). Products must be added to Shopify immediately.
  • Meta ads (Apr 28) have more runway but same blocker.

Replied to Cole via iMessage with blocker status.

2026-04-11

All 10 Klaviyo email drafts written with placeholder URLs. Saved to memorial-day-klaviyo-drafts.md. Ready to swap in live URLs once Shopify listings are created. Implementation Plan box "Claude preps: Klaviyo email copy" is complete.

2026-04-10

Cole approved execution via iMessage. Discount codes PATRIOT10SHP + PATRIOT10FO confirmed live in Shopify (Apr 14–28).

Inventory check result — BLOCKER:

  • Searched Shopify (both stores) for "Stars & Stripes Forever" and "Freedom Garden" — 0 results on both Shiplap and Fabric Outlet.
  • Patriotic tags returned only archived/unrelated products. Collections do not exist yet.
  • Action required: Add Stars & Stripes Forever + Freedom Garden products to Shopify before any campaigns can launch.

Klaviyo: Cannot draft Send 1 without collection URLs. Send 1 scheduled Apr 14 — 4 days out. Meta ads: On hold. Need collection in Shopify + creative assets (target: Apr 25) before Apr 28 launch.

2026-04-06

Plan created. Awaiting Cole approval before any execution steps (discount codes, Klaviyo campaigns, Meta ads). Collections (Stars & Stripes Forever, Freedom Garden) not yet verified in Shopify — confirm inventory before proceeding.

References

  • Business context: ~/ai-projects-local/shared-knowledge/business-context.md
  • Meta Ads thresholds: ~/ai-projects-local/fb-ads-agent/config/optimization-rules.yaml
  • Klaviyo flow library: ~/ai-projects-local/shared-knowledge/klaviyo-flow-library.md
  • CLAUDE.md Meta Ads quick reference section
  • Integrations status: ~/ai-projects-local/mission-control/docs/integrations-status.md
Source: ~/ai-projects/mission-control/plans/memorial-day-patriotic-2026.md