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First orders rose 18 percent to 71, and each cost $3 less. I moved budget toward the Holiday Blend and gift sets, where we have deep stock and the best margins. Next, I'd like to test new creative for brewing gear, where the big retailers have pushed up click prices.

A two-week test ended: roast-date messages beat “small batch, roasted with care” for coffee, and made no difference for brewing gear.

First orders dipped 9 percent, in line with the lull we see every early October before holiday shopping starts. I held course.