Case study:

Shack Furniture’s Black Friday Growth Story: +60.6% MoM Revenue Growth Driven by Higher-Value Purchases

Background

Shack Furniture is a retail furniture brand operating in one of the most competitive ecommerce categories—where purchase cycles are longer, customer consideration is higher, and profitability depends on balancing full-funnel reach with high-intent conversion capture.

November is Shack’s most commercially important month, with Black Friday driving the highest demand, the highest competition, and the most volatile auction environment of the year.

Connected Culture partnered with Shack to scale performance through a diversified paid media strategy across Google, Meta, and upper-funnel channels including TikTok, Pinterest, and Demand Gen—with a clear objective:

scale revenue aggressively during BFCM
protect ROAS and profitability
increase purchase value (not just purchase volume)
expand demand through full-funnel growth
shift customer behaviour toward higher-value furniture purchases

Industry:

Furniture & Homewares

Services:

Meta Ads | Google Ads | Email + SMS | Pinterest Ads

The Challenge

1. Scale during peak demand without sacrificing efficiency

Black Friday creates a rare opportunity for revenue growth—but also produces the most expensive CPCs and CPMs of the year.

The challenge wasn’t simply generating more traffic. It was scaling while maintaining profitability targets.

2. Drive higher-value purchases in a crowded market

Shack needed to win customers not just with offers—but by shifting customer demand toward higher-value furniture purchases, increasing revenue per conversion to offset rising costs.

3. Expand the funnel to generate incremental demand

Furniture brands cannot rely on “last click” conversion platforms alone.

Shack needed to widen the top of the funnel to increase reach, feed consideration, and generate higher-quality audiences for Meta and Google to convert.

Our Strategy

1. A furniture-first campaign structure

We shifted emphasis toward high-value furniture campaigns and messaging across Meta and Google to increase average purchase value and drive higher-margin growth.

This ensured Shack wasn’t just scaling conversion volume—it was scaling better conversions.

2. Early Black Friday activation to extend the revenue window

Rather than depending heavily on Cyber Weekend alone, promotions were activated earlier to:

capture demand before auctions peaked
create sustained month-long momentum

drive stronger MoM growth through a longer trading period

3. Mixed bidding frameworks to protect efficiency

During volatile BFCM auctions, we balanced:

ROAS-focused bidding to protect profitability
Max Conversions approaches where scaling was required

This allowed Shack to scale aggressively while staying aligned to ROAS targets.

4. Full-funnel expansion to widen demand

We supported Google and Meta conversion performance by building top-of-funnel reach through:

TikTok
Pinterest
Google Demand Gen

These channels helped drive larger audience pools and new-user growth, strengthening the volume and quality of remarketing audiences—without requiring direct conversion dependence.

Our Results

Shack Furniture delivered a highly profitable Black Friday period, scaling aggressively while protecting efficiency and shifting towards higher-value furniture conversions.

Month-on-Month Results (MoM)

Australia — November Black Friday Month (MoM)

+60.6% MoM growth in online revenue
Conversion value uplift across both Google and Meta
ROAS remained healthy, aligned with profitability targets
Strong increase in higher-value furniture purchase behaviour

This confirms the biggest strategic win: Shack scaled without sacrificing efficiency—while increasing value per conversion.

Meta Performance (MoM)

Conversion value +76% MoM
ROAS improved to 3.06, even with significant spend increases

What this means: Meta successfully monetised peak season traffic and drove meaningful revenue scaling without ROAS collapse — a key Black Friday success marker.

Google Performance (MoM)

Conversion value +65.7% MoM
ROAS held at 3.35 despite seasonal cost inflation

What this means: Shack generated materially higher-value purchases, validating the pivot toward furniture-led growth.

Full-Funnel Expansion Results

Top-of-funnel activity delivered meaningful demand generation:

+42% MoM increase in new users

This indicates expanded reach directly fed higher-intent audiences into the Meta + Google conversion ecosystem.

Year-on-Year Results (YoY)

Despite higher costs, stronger competition, and a more expensive auction environment, Shack delivered growth and stronger conversion quality.

+3.2% YoY growth in online revenue

This is particularly meaningful because it reflects growth during a period when most brands face margin compression and cost inflation.

Meta (YoY): The standout efficiency driver

ROAS +10.2% YoY
Spend +59.7% YoY
Conversion value +76% YoY

While purchase count declined YoY, the value per purchase increased dramatically—showing the strategic shift toward furniture was working.

What this means: Meta monetised higher-quality demand at significantly higher value per conversion, creating an efficiency-led scaling pathway.

Google (YoY): Fewer buyers, higher value

Although ROAS declined YoY due to cost inflation, the core quality signals improved:

Value per conversion increased +65.7% YoY
Conversion value remained strong at A$141K
Clicks and CTR increased YoY

What this means: Even in a competitive auction environment, Google attracted fewer but substantially more profitable buyers — reinforcing the furniture-led approach.

Demand Growth (Website)

New users +42% YoY
Total users +43% YoY
Engaged sessions +15.3% YoY

This confirms full-funnel investment expanded demand and strengthened the conversion pool.

The Most Meaningful Win: Higher-Value Purchases

The key success wasn’t simply growing revenue—it was shifting customer behaviour.

Across both Meta and Google, the data confirms:

higher-value conversions
larger average purchase value
stronger conversion quality
a scalable furniture-first approach

This is the most important indicator for long-term profitability and continued growth.

Why This Approach Worked

1. Furniture-first strategy increased conversion value

Shack shifted the revenue mix toward higher-value purchases — the most important lever in furniture ecommerce.

2. Early activation created a longer demand window

Revenue growth wasn’t confined to Cyber Weekend; demand was captured for longer, at stronger efficiency.

3. Mixed bidding protected performance in volatile auctions

ROAS and Max Conversions were strategically balanced to maintain profitability while scaling.

4. Full-funnel expansion strengthened conversion channels

Upper funnel channels successfully widened reach, bringing in more qualified audiences for Meta and Google to convert.

Final Thoughts

Shack’s November BFCM performance demonstrates a clear winning formula:

Early sale activation + furniture-led conversion strategy + full-funnel expansion = high-value purchases, stable ROAS, and profitable growth.

Shack didn’t just scale into Black Friday — they scaled correctly: protecting efficiency while improving purchase value and expanding demand for future peak periods.

Testimonials

As a new business, Connected Culture was instrumental in executing a successful launch. Elzanne and her team are extremely dedicated, and the knowledge and expertise they brought to our business was invaluable. I'd definitely recommend Connected Culture for anyone wanting an invested agency partnership - they definitely walk the walk, not just talk the talk!

We are very pleased with the work of the Connected Culture team. They take the time to truly understand our goals and offer personalized solutions that have been able to drive results. Elzanne and Daniella are always happy to offer advice while we are learning these new avenues of digital marketing.

Elzanne and her team of amazing superstars at Connected Culture have, in a very short space of time, developed and executed the entire digital marketing strategy for our newly launched business. To add to their credit, this was all done amongst a tight budget and with limited resources (and during the COVID-19 crisis!).

Amazing company to work with. Connected Culture was recommended by a business associate. Elzanne has an in-depth understanding of marketing and branding and how to deliver outcomes driven by strategy through to detailed execution. She is a member of our advisory team and an invaluable contributor. Our team works with Connected Culture on a truly collaborative basis.

Connected Culture has been great to work with. They have helped our business considerably, shifting from predominately a retail business into e-commerce. Their approach to digital marketing has been impressive and their strategy, analytics and use of data have been incredible. It's an added bonus that all of their team are legends to work with too!

Connected Culture are amazing. These people go above and beyond to help your business grow. My business is an ecommerce Furniture business that is only 12 months old. When I first met Elzanne from Connected Culture I told her that I am after transparency and honesty as I was previously burnt by another Digital Agency who took my money and did no work. Elzanne and her team picked up the pieces and put all the right things in place and were very honest and transparent and explained everything to me about the next steps to help achieve our goals and help my business grow. These people really care about your business and I highly recommend Connected Culture.

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Connected Culture helps Australian furniture and homewares brands — including Shack, Papaya, Luxo Living, and Glicks — turn disconnected marketing into measurable growth.