I loaded the homepage of 235 DTC brands from The Handoff directory in September 2026, on a desktop and a phone, from a US address, and recorded the welcome popup each one showed a first-time visitor: the offer, the trigger, the size, the fields, the vendor, and the copy. 152 of 235 (65%) showed a capture popup. Percent-off is the default (55% of offers; median 15%), the field is email (104 of the 108 where a field was visible), and 76 of 152 (50%) hide the field behind a yes/no or quiz step. This is the pre-Q4 baseline; the same script re-runs the week of Black Friday.
- Percent beats dollars 84 to 11. The mode is 15% (21) and 10% (19), then 20% (14). Dollar offers cluster on considered purchases: $50, $100, $100 at the top.
- Gated flows are now the norm at the top of the market: 76 popups ask a question or a yes/no before showing a field, and 29 lead with a mystery, spin or sweepstake instead of a stated number.
- Email is still the first ask. Only 4 of 108 visible forms put a phone field on step one; 11 mention texts at all.
- Alia and Klaviyo render 111 of the 152 popups; Klaviyo is loaded on 185 of 235 sites.
- 76 brands showed nothing in a 45-second first visit, including Gymshark, Warby Parker, Dr. Squatch and Oura.
- The wider directory (2365 smaller brands, section 09) runs the same defaults with fewer decisions: 50% show a popup, the mode drops to 10%, gates fall to 30%, and Klaviyo renders 50% of them. Full directory in the second CSV.
Every DTC brand has an opinion about its welcome popup, and almost none of them have looked at anyone else's in a structured way. So I did. I took the 239 tier-one and tier-two brands from The Handoff directory, loaded each homepage the way a first-time US visitor would, and logged exactly what appeared: when, how big, what it offered, which field it asked for first, who built it, and how it talked. Then I did it again on a phone.
The point is not the popups. The point is what 152 operating decisions look like side by side, right before the quarter when every one of them will be changed. Come back in December and the second column will show what moved.
Three ground rules. Nothing was typed into any form; where a popup hid its field behind a "Yes, please" or a quiz question, I clicked through that step and no further, so "email first" means the first field the visitor actually sees. A brand marked "no popup" showed nothing in roughly 45 seconds of a first visit, including a scroll and, on desktop, an exit-intent pass; some of those fire later, on a second page, or only for returning visitors, and the table says so rather than guessing. And the capture ran from a data-centre address, which a handful of sites refuse; those were checked by hand in a normal browser and are marked.
Every welcome popup,
brand by brand.
The full ledger. Thumbnails open the actual capture; the desktop shot is first, mobile second. Trigger shows the stage at which the popup appeared and, for timed ones, the delay from page load. Size is the share of the viewport the card covers, desktop then mobile, in five bands. "Behind the gate" under Channel means the field sits past a quiz or game step that a click alone did not reveal.
| Brand | Capture | Offer | Capture shape | First field | Trigger | Size D / M | Vendor | Tone | Headline |
|---|---|---|---|---|---|---|---|---|---|
Act + Acre |  | Perks only | Quiz gate | Timed 13.7s | · / Large | Alia | Straight | You've Got An Exclusive Discount Which best describes your hair or scalp concern right now | |
AG1 |  | 20% off subscription | Quiz gate | Timed 8s | Takeover / · | Alia | Straight | You've Got 20% Off. | |
ALLDAY |   | 51% off first order | Quiz gate | Timed 6.7s | Large / Large | Klaviyo | Playful “No thanks, I'll pass” | TAKE 51% OFF YOUR FIRST ORDER WHAT'S YOUR #1 GOAL? | |
AltLabs |   | 15% off first order | Email field | Email SMS on step two | Scroll | Medium / Large | Klaviyo | Straight | GET 15% OFF YOUR FIRST ORDER |
American Giant |   | Perks only | Email field | Timed 3.1s | Medium / Medium | Klaviyo | Straight | Sign up to get first access to limited-edition releases and sales events. CONTINUE | |
Amika |   | 15% off | Quiz gate | Timed 8.4s | Medium / Large | Attentive | Straight | would you like 15% OFF? | |
AquaTru |   | Spin / scratch | Yes / no gate | Behind the gate | Timed 13.4s | Large / Large | Alia | Straight | Spin To Win MYSTERY DISCOUNT 5% OFF FREE SHIPPING $10 OFF MYSTERY DISCOUNT 5% OFF FREE SHI |
Archie & Dennis |   | 10% off first order | Email field | Timed 11.5s | Medium / Large | Klaviyo | Straight | 10% Off Your First Order Get early access to limited runs, new arrivals, and the stori | |
Armra |  | 30% off | Quiz gate | Behind the gate | Timed 7.4s | · / Medium | Alia | Straight | Start your revival with 30% Off Select your health goal to access your offer. |
Arrae |   | 30% off subscription | Quiz gate | Timed 15.2s | Medium / Small | Alia | Straight | You've Got 30% Off To claim your discount, share what problem you're trying to solve: Weig | |
Asarai |   | Mystery discount | Quiz gate | Behind the gate | Timed 7.8s | Large / Medium | Alia | Straight | UNLOCK MYSTERY DISCOUNT To claim, let us know: What's your skin type? |
Aurum Vault |   | 10% off first order | Email field | Timed 6.9s | Medium / Medium | Klaviyo | Straight | UNLOCK 10% OFF YOUR FIRST ORDER Join Aurum Vault and be the first to access new drops, exc | |
Author & Co |   | 10% off first order | Email field | Scroll | Large / Medium | Klaviyo | Straight | BRING STORIES INTO YOUR SPACE Join the Author & Co. | |
Avocado Green Mattress |   | $100 off $1,000+ order | Email field | Timed 8.5s | Medium / Large | Klaviyo | Straight | Complete Your Sleep Sanctuary Your mattress is just the beginning. | |
Beast |   | 10% off first order | Email field | Timed 5.5s | Large / Large | Klaviyo | Playful “no thanks, I'd rather not save” | Get 10% Off Your First Order Upgrade to a premium personal blender | |
BERO |   | Free gift first order; $50+ order | Yes / no gate | Behind the gate | Timed 8.6s | Takeover / Medium | Alia | Playful | FANCY A FREE TOTE? |
Bloom |   | 15% off full price only | Email field | Timed 6.3s | Teaser / Small | Poptin | Straight | Subscribe to Get 15% Discount On All Non-Sale Purchases While You're A Subscriber Subscrib | |
Bloon Paris |   | €10 off | Email field | Timed 6s | Medium / Medium | Klaviyo | Straight | Et si c’était le bon moment pour passer à l’assise active ? | |
Blueland |   | 30% off | Yes / no gate | Timed 8s | Small / Medium | Custom / theme | Straight | Labor Day Sale Up to 30% Off YES, PLEASE No, Thanks | |
Boarderie |   | Free gift | Email field | Timed 11.6s | Medium / Large | Klaviyo | Straight | Before you go... | |
Bombas |  | 20% off first order | Yes / no gate | Scroll | Medium / · | Custom / theme | Straight | Want 20% Off Your First Order? | |
Bonobos |   | 30% off | Yes / no gate | Behind the gate | Timed 3s | Medium / Medium | Attentive | Straight | WANT 30% OFF? |
Brooklinen |  | 25% off | Yes / no gate | Timed 12.8s | Small / · | Attentive | Straight | Our Labor Day Sale is a BIG Deal. | |
Bulk Nutrients |   | No stated offer | Email field | Scroll | Medium / Large | Klaviyo | Straight | JOIN THE BULK FAMILY NOW! | |
Bumbleride |   | Perks only | Email field | Email SMS on step two | Timed 10.7s | Small / Medium | Klaviyo | Straight | Be the first to know. |
BÉIS |   | 20% off first order | Email field | Timed 2.9s | Medium / Large | Attentive | Straight | ENJOY 20% OFF Plus, get access to launch updates and more. | |
Candy Kittens |   | 15% off | Yes / no gate | Timed 5.7s | Medium / Medium | Klaviyo | Playful | Looks like you're new here! | |
Caudabe |   | 10% off first order | Email field | Scroll | Medium / Large | Custom / theme | Playful “No thanks, I don't want 10% off” | X UNLOCK 10% OFF your first order and get access to product updates and more. | |
Chomps food |   | No stated offer | Email field | Scroll | Large / Medium | Klaviyo | Straight | CLAIM 10% | |
coldlife |   | Spin / scratch | Yes / no gate | Behind the gate | Timed 2.8s | Large / Medium | Alia | Playful | LABOR DAY SALE! |
Cometeer |   | $25 off subscription | Email field | Email SMS on step two | On load | Medium / Large | Digioh | Straight | Welcome to the Future of Coffee! |
Coterie |   | 10% off | Quiz gate | Behind the gate | On load | Large / Large | Alia | Straight | Get 10% off the #1 pediatrician-recommended TCF diaper* What best describes you? |
Cowboy Colostrum |   | 35% off full price only | Quiz gate | Timed 9.3s | Takeover / Takeover | Attentive | Playful “I'LL PAY FULL PRICE” | UNLOCK 35% OFF DURING OUR LABOR DAY SALE What’s your main goal right now? | |
Cozy Earth |   | Mystery discount | Yes / no gate | Email SMS on step two | Scroll | Medium / Large | Custom / theme | Straight | Would You Like a Mystery Discount Yes, Please No, Thanks |
Craighill |   | Mystery discount | Quiz gate | Timed 13.9s | Medium / Large | Alia | Straight | YOU'VE GOT A MYSTERY OFFER To claim, let us know: What are you interested in? | |
Create |   | 39% off | Yes / no gate | Behind the gate | Timed 5.4s | Small / Medium | Alia | Straight | UNLOCK YOUR OFFER FOR THE LABOR DAY SALE YOU'VE GOT UP TO 39% OFF! |
Cuts |   | 50% off | Email field | Timed 6.1s | Large / Medium | Alia | Straight | Labor Day Sale Up to 50% Off CONTINUE | |
Dagne Dover |   | 15% off first order | Email field | Timed 3.6s | Medium / Large | Klaviyo | Straight | 15% OFF your first order when you sign up CONTINUE | |
David Protein |   | 10% off subscription | Quiz gate | Scroll | Large / Takeover | Klaviyo | Straight | You've got 10% off and a free variety pack when you start your first subscription. | |
Dermalogica |   | Free gift $125+ order | Email + phone | Both | On load | Medium / Large | Klaviyo | Straight | SIGN UP NOW claim your welcome gift! |
Dieux |   | 11% off | Yes / no gate | Behind the gate | Scroll | Medium / Large | Alia | Straight | You've Got 11% Off What brought you here? |
DRMTLGY |   | 30% off | Email field | Timed 3.7s | Small / Medium | Alia | Straight | SAVE UP TO 30% CONTINUE | |
Eberjey |   | 10% off first order | Yes / no gate | Email SMS on step two | Timed 5.6s | Medium / Medium | Klaviyo | Straight | Would you like 10% off? |
Eight Sleep |   | Mystery discount | Quiz gate | Email SMS on step two | Scroll | Large / Takeover | Custom / theme | Straight | LABOR DAY SALE |
EllaOla |   | Spin / scratch | Yes / no gate | Behind the gate | Timed 9.8s | Large / Medium | Alia | Straight | Try your luck Scratch below to see what you win You've Got 20% Off |
Enhanced Games |   | 25% off | Quiz gate | Behind the gate | Timed 8.4s | Large / Large | Alia | Straight | YOU'VE GOT 25% OFF What are you looking for? |
Ernesta |   | $50 off 5 samples for $5; $50 code toward a rug | Email field | Scroll | Medium / Large | Custom / theme | Straight | Get 5 samples for $5* Get 50% off 5 samples plus an exclusive discount code for $50 toward | |
Eskiin |   | Free gift | Quiz gate | Timed 7.4s | Medium / Large | Alia | Playful “No thanks, I don't want to save” | LABOR DAY SALE YOU'VE GOT UP TO 45% OFF + FREE SHIPPING & FREE GIFTS What are you looking | |
Everyday Dose |  | Spin / scratch | Yes / no gate | Behind the gate | Timed 8.2s | · / Large | Alia | Straight | Spin to win Get up to 70% off, and a 1 in 100 chance of winning a free bag! |
fanny nanny |   | 10% off | Email field | Timed 4.8s | Large / Medium | Klaviyo | Straight | Get 10% Off Give your bathroom the upgrade it deserves and say goodbye to clutter. | |
Feastables |   | No stated offer | Email field | Timed 10.1s | Large / Medium | Custom / theme | Playful | SNACKS, SWEEPS, SURPRISES STRAIGHT TO YOUR INBOX. | |
Feetures |   | 15% off first order | Email field | Timed 2.9s | Takeover / Large | Alia | Straight | Sign up to get 15% off your first order. CONTINUE | |
Felix Gray |   | 15% off | Email field | On load | Medium / Medium | Klaviyo | Straight | Focus better. | |
Fellow |   | 15% off | Email field | On load | Medium / Large | Attentive | Straight | Save up to 15% sitewide Shop our Labor Day Sale, 9/2 through 9/7 Complete your sign-up by | |
Feno |   | $100 off | Yes / no gate | Behind the gate | Timed 12.3s | Large / Large | Alia | Straight | You've Got $100 Off Take My $100 |
Fenty Beauty |   | 15% off $40+ order | Email field | Timed 7.5s | Medium / Takeover | Attentive | Straight | UNLOCK 15% OFF YOUR NEXT $40+ ORDER Exclusions apply. | |
Fly by Jing |   | 20% off | Quiz gate | Behind the gate | Timed 9.3s | Takeover / Medium | Alia | Playful | Unlock 20% Off To claim your discount, tell us: How spicy do you like it? Fire Hot Medium |
Freaks of Nature |   | Mystery discount | Quiz gate | Behind the gate | Timed 12s | Takeover / Large | Alia | Straight | YOU'VE GOT A MYSTERY DISCOUNT What are you shopping for today? |
Glossier |   | 15% off first order | Email field | Scroll | Medium / Large | Klaviyo | Straight | Join the list | |
Graymatter |   | 50% off | Quiz gate | Behind the gate | Timed 6.6s | Small / Small | Alia | Straight | Strengthen Your Cognition You've got 50% Off What Are You Shopping For? |
Grubbly Farms |  | 30% off | Quiz gate | Behind the gate | Timed 4.7s | Takeover / · | Alia | Straight | You've Got 30% Off What are you shopping for today? |
Halfday |   | 15% off | Email field | Timed 3.1s | Medium / Medium | Klaviyo | Straight | Get 15% off | |
Happy Mammoth |   | 14% off | Quiz gate | Exit intent | Large / Takeover | Klaviyo | Straight | You got 14% OFF Tell us what your #1 struggle is to unlock your discount: HORMONAL HEALTH | |
Hexclad |   | 52% off | Yes / no gate | Behind the gate | Timed 7.1s | Small / Medium | Alia | Straight | WANT TO SHOP UP TO 52% OFF? |
Hiya |   | No stated offer | Email field | Timed 6.7s | Medium / Large | Klaviyo | Straight | Submit View Terms of Service and Privacy Policy. | |
HumanN |   | 15% off | Email field | On load | Medium / Large | Klaviyo | Straight | Sign up for an Extra 15% Off Email By entering your email, you consent to receive marketin | |
Humanrace |  | 10% off first order | Email field | Timed 8.8s | Medium / · | Attentive | Straight | Unlock 10% Off Your First Purchase Plus, be the first to know about Humanrace announcement | |
HygieneLab |   | 20% off | Quiz gate | SMS | Timed 9.3s | · / Large | Alia | Straight | Labor Day Sale 20% Off + FREE SHIPPING What are you shopping for today? |
I Love Ugly |   | $20 off | Quiz gate | Behind the gate | Timed 8.3s | Small / Medium | Alia | Straight | YOU'VE GOT $20 OFF To claim, tell us what you're shopping for today: TEES & SHIRTS PANTS & |
Ikigai Cases |   | No stated offer | Yes / no gate | Behind the gate | Timed 3.8s | Large / Large | Alia | Straight | Fantastic! |
Immun Daily |  | 55% off | Quiz gate | Timed 10.7s | Takeover / · | Alia | Straight | You've Got 55% Off What problem are you trying to solve? | |
Jambys |   | Spin / scratch | Yes / no gate | Behind the gate | Timed 8.4s | Small / Medium | Alia | Straight | Try your luck Scratch below to see what you win You've got A Mystery Discount |
Jones |   | $10 off first order | Email field | Timed 5.7s | Medium / Medium | Klaviyo | Straight | Get $10 off your first order 95% of people can’t quit cold turkey. | |
Jüced |   | 55% off | Quiz gate | Timed 9.5s | Small / Large | Alia | Straight | YOU'VE GOT 55% OFF What is most important to you? | |
Kaex |   | Mystery discount | Quiz gate | Behind the gate | Timed 6.2s | Large / Takeover | Alia | Straight | YOU'VE GOT A MYSTERY DISCOUNT What’s your main goal right now? |
Kuru |   | Sweepstakes | Yes / no gate | Scroll | Large / Large | Klaviyo | Straight | Would you like to Win FREE shoes? | |
Laura Geller |  | Spin / scratch | Yes / no gate | Behind the gate | Timed 10.7s | · / Medium | Digioh | Straight | SPIN TO WIN Up to Extra 15% OFF! |
LeLick |   | 15% off | Email field | Timed 16.1s | Medium / Large | Klaviyo | Straight | YOU'VE GOT 15% OFF When you enter the world of... | |
Lemme Live |   | Perks only | Yes / no gate | Timed 5.6s | Small / Medium | Alia | Straight | Want an exclusive discount? | |
Let Loose |   | Spin / scratch | Yes / no gate | Behind the gate | Timed 14.3s | Small / Large | Alia | Straight | Try your luck Scratch below to see what you win You've Got A |
Lifeforce |   | Perks only | Email field | Timed 4.3s | Medium / Large | Custom / theme | Straight | Want to feel better and live longer? | |
Liquid Death |   | No stated offer | Email field | Timed 3.9s | Medium / Takeover | Klaviyo | Playful | WANNA CHEAT ON YOUR OTHER BEVERAGE COMPANY? | |
Liquid IV |   | 25% off | Yes / no gate | Timed 11.2s | Medium / Medium | Attentive | Straight | WANT 25% OFF? | |
Little Spoon |   | No stated offer | Quiz gate | Timed 31.2s | Medium / Large | Attentive | Straight | . To claim, share who you're shopping for? NEWBORN | FORMULA: 0+ months BABY | BABY FOOD: | |
Loam |   | Mystery discount | Quiz gate | Timed 16.3s | Takeover / Large | Alia | Straight | 1:50 | |
Love Wellness |   | 35% off first order | Email field | Timed 6.9s | Medium / Large | Attentive | Straight | Want 35% off? | |
Magic Spoon |  | Sweepstakes | Email field | Timed 6s | Large / · | Attentive | Straight | ENTER TO WIN FREE CEREAL. | |
Magna |   | Free gift | Email field | On load | Large / Large | Alia | Straight | Unlock 36% OFF + FREE GIFTS CONTINUE NO THANKS | |
Maison Custom |   | $10 off first order | Email field | Timed 6s | Small / Large | Omnisend | Straight | GET $10 OFF YOUR FIRST ORDER BONUS: FREE SHIPPING ON ORDERS +$150 30,000+ customers trust | |
Manukora |   | Spin / scratch | Yes / no gate | Behind the gate | Timed 18.9s | Large / Medium | Alia | Straight | Try your luck Scratch below to reveal your offer |
Mars Men |   | 67% off | Yes / no gate | Behind the gate | Scroll | Small / Medium | Alia | Straight | Labor Day Sale You've got 67% off claim NO THANK YOU |
Matic |   | Sweepstakes | Yes / no gate | Behind the gate | Scroll | Large / Large | Custom / theme | Straight | SUMMER SWEEPSTAKES Want to enter to win $500 off? |
Mellow Sleep |   | Spin / scratch | Yes / no gate | Behind the gate | Timed 11.7s | Medium / Medium | Alia | Straight | Try Your Luck Scratch below to see what you win You've Got A Mystery Discount |
metabiotics |   | 15% off first order | Phone field | SMS | Timed 6.3s | Small / Large | Klaviyo | Playful | Hold up! |
Mid Day Squares |   | $5 off first order | Email field | Scroll | Small / Medium | Klaviyo | Playful | Take $5 Off Your First Order Where should we send it? | |
MindBelly |   | Free gift | Yes / no gate | Behind the gate | Timed 6.7s | Medium / Large | Klaviyo | Playful “Nah, I'm good.” | WELCOME GIFT Save 10% Heck yeah, I'd love 10% Off! |
Moment |   | 10% off | Email field | Timed 4.6s | Large / Takeover | Alia | Playful | you've got 10% off Upgrade your pour CONTINUE | |
Momentous |  | 15% off first order | Email field | Email SMS on step two | Scroll | Medium / · | Klaviyo | Straight | Fuel Your Best |
Native Pet |   | Mystery discount | No field | None | Timed 24.2s | Small / Medium | Recart | Straight | reveal your MYSTERY OFFER ? |
Native Union |   | 15% off first order; full price only | Email field | Timed 19.2s | Takeover / Medium | Klaviyo | Playful “No thanks, I’ll pay full price” | 15% OFF Save on your first order: GET MY CODE | |
Negative |   | 10% off first order | Email field | Timed 2.8s | Small / Medium | Klaviyo | Straight | Want 10% off all bras and underwear?* | |
Neuro |   | 20% off | Quiz gate | Behind the gate | Timed 24s | Medium / Medium | Alia | Straight | You've Got 20% Off To reveal your offer, tell us what you're most interested in: ENERGY & |
Nice Laundry |  | Free gift $150+ order | Email field | Exit intent | Medium / · | Klaviyo | Straight | FREE SOCKS ON US Join our list and unlock a free pair of tech varsity socks with a $150+ o | |
Nodpod |   | 10% off | Email field | On load | Medium / Takeover | Attentive | Straight | UNLOCK 10% off YOUR ORDER | |
notcoy |   | 20% off first order | Email field | Timed 16.1s | Teaser / Medium | Custom / theme | Straight | Get 20% OFF on your first purchase | |
Nuropod |   | 5% off | Quiz gate | Behind the gate | Timed 10.4s | Large / Medium | Custom / theme | Straight | CLOSE Complete assessment for 5% off Nuropod AVNT™ system Is your Vagus Nerve impaired? |
Nutrops |  | 55% off | Quiz gate | Behind the gate | Timed 16.9s | · / Medium | Alia | Playful “No thanks, I don't like savings” | You've Got 55% Off What problem are you trying to solve? |
Nuuds |   | 25% off | Quiz gate | Behind the gate | Timed 6.4s | Large / Medium | Alia | Straight | Sale is Live! |
Obvi |   | Spin / scratch | Yes / no gate | Behind the gate | Timed 6.8s | Large / Takeover | Alia | Straight | Try Your Luck Scratch below to see what you win You've got 20% OFF! |
On Running |   | 10% off first order; $125+ order | Email field | Timed 3.9s | Large / Large | Custom / theme | Straight | Don't miss a step Be first to discover the latest news, product drops and more from On. | |
OPHORA |  | Mystery discount full price only | Quiz gate | Behind the gate | Timed 8.8s | Medium / · | Klaviyo | Playful “NO THANKS, I'LL PAY FULL PRICE” | Get Your Mystery Discount To claim your discount, tell us what brought you here? |
Orion |   | 10% off first order | Email field | Timed 5.8s | Medium / Large | Klaviyo | Straight | Your first order, 10% on us | |
Parachute |   | 20% off | Email field | Timed 4.4s | Small / Medium | Alia | Straight | The Labor Day Sale UP TO 20% OFF More comfort. | |
Perfectly Snug |   | No stated offer | Quiz gate | Timed 6.9s | Large / Takeover | Klaviyo | Straight | LIMITED TIME Stack an extra discount on your Smart Topper What's your main sleep challenge | |
PhoneSoap |   | 20% off | Quiz gate | Timed 23.7s | Medium / Takeover | Alia | Straight | You've Got 20% Off What brings you to PhoneSoap? | |
Pickie |  | 10% off | Email field | Exit intent | Medium / · | Klaviyo | Straight | Hydrate Better. | |
Pique Life |   | Free gift | Email field | On load | Small / Medium | Alia | Straight | Want 12 Samples? | |
Plant People |   | Perks only first order | Email field | Scroll | Large / Large | Alia | Straight | Save on your first order Join thousands of others enjoying exclusive access, special disco | |
Poppi |   | No stated offer | Email field | Timed 3.5s | Medium / Medium | Attentive | Playful | sour apple is here 🍏 sweet. | |
Pretty Protein |   | 20% off | Quiz gate | Behind the gate | Timed 8.6s | Large / Large | Omnisend | Straight | Unlock Your 20% OFF To claim, share what problem you're trying to solve: ✦ Everyday Energy |
Promix |   | $15 off | Quiz gate | On load | Large / Large | Attentive | Playful | You've got $15 back To claim your $15, let us know what you're looking for: Protein & Crea | |
Pupgum |   | 20% off | Email field | On load | Small / Medium | Klaviyo | Straight | Unlock An Extra 20% OFF! When you sign up for our newsletter! CONTINUE | |
Quince |   | $40 off $250+ order | Email field | Timed 3.2s | Medium / Large | Attentive | Straight | $40 OFF YOUR ORDER GENDER EMAIL CONTINUE *Valid on orders of $250 or more. | |
realsy |  | Mystery discount | No field | None | Timed 6.1s | · / Large | Alia | Straight | You've Got A Mystery Discount! |
Ridge |   | Spin / scratch | Yes / no gate | Behind the gate | Timed 17.1s | Small / Medium | Recart | Straight | UNLOCK ENTRIES TO WIN A SUPERCAR OR $100K SPIN TO WIN No purchase necessary. |
Rogue Snacks |   | Free gift full price only | Email field | Timed 7.3s | Medium / Large | Custom / theme | Playful “I'll pay full price” | CLAIM FREE CAN | |
sans |   | 15% off first order | Email field | Timed 15.9s | Medium / Medium | Klaviyo | Straight | Your invitation to the Inner Circle Enjoy 15% off your first order when you join the Inner | |
Sarah Flint |   | 20% off first order | Email field | Timed 3.9s | Medium / Large | Klaviyo | Straight | Enjoy 20% Off your first order | |
SAXX |   | 15% off first order | Email + phone | Both | Timed 5.9s | Large / Takeover | Klaviyo | Straight | Get 15% Off (Even on Sale section). |
Seed |   | 25% off | Email field | Scroll | Small / Large | Digioh | Straight | Claim Your 25% Off Sign up to unlock your code, valid for any Seed product.* Email Address | |
SHIFT |   | Mystery discount | Quiz gate | Scroll | Takeover / Large | Klaviyo | Straight | YOU’VE GOT A MYSTERY OFFER To claim, just tell us: What brought you to Shift? | |
Skims |  | Perks only | Email field | Timed 4.9s | Medium / · | Attentive | Straight | Never miss a drop | |
Stamen |   | Free shipping | Email field | Timed 9.2s | Small / Small | Klaviyo | Straight | Join our community newsletter and get FREE SHIPPING on your order. | |
Stanley |   | 20% off first order | Email field | Timed 10.5s | Medium / Large | Klaviyo | Straight | Get 20% off your first order Plus, be the first to know about new releases, limited editio | |
Stasis |   | Mystery discount | Quiz gate | Behind the gate | Scroll | Large / Takeover | Alia | Straight | YOU'VE GOT A MYSTERY DISCOUNT What is your biggest pain point with your stimulant? |
Sun Powder |   | 15% off | Quiz gate | Timed 34.6s | Medium / Small | Alia | Straight | Unlock Your 15% OFF To claim, share what problem you're trying to solve: Reduce Skin Aging | |
Sunday Citizen |   | 15% off first order; full price only | Email field | Timed 2.8s | Medium / Large | Attentive | Playful “NO, I'LL PAY FULL PRICE” | Sign up and get 15% OFF your first purchase Email Address YES PLEASE NO, I'LL PAY FULL PRI | |
Tabu |   | Mystery discount | Yes / no gate | Timed 3.7s | Medium / Large | Klaviyo | Playful | Want a secret discount? | |
The Skinny Confidential |   | 25% off | Email field | Timed 3.2s | Takeover / Medium | Alia | Straight | YOU'VE GOT 25% OFF | |
TMRW |   | Spin / scratch | Quiz gate | Timed 4s | Takeover / Large | Alia | Straight | Try your luck Scratch below to see what's included in your free welcome kit Free Longevity | |
Topicals |   | Spin / scratch | Yes / no gate | Behind the gate | Timed 3.6s | Small / Large | Alia | Straight | Try your luck Scratch below to see what you win You've got a mystery discount |
True Classic |   | 60% off | Email field | Timed 15.4s | Medium / Large | Custom / theme | Straight | LABOR DAY SALE UNLOCK UP TO 60% OFF Who are you shopping for? | |
Tushy |   | 40% off $99+ order | Quiz gate | Timed 37.5s | Small / Medium | Alia | Straight | Save up to 40% OFF! | |
Undo |   | 10% off | Email field | On load | Medium / Large | Klaviyo | Straight | JOIN FOR 10% off + EARLY ACCESS TO EXCLUSIVE OFFERS | |
unhide |   | 25% off | Quiz gate | Behind the gate | Timed 4.9s | Medium / Takeover | Alia | Straight | You've Got 25% Off Who are you purchasing for today? |
Unplugs |   | Perks only full price only | Email field | Timed 15.7s | Medium / Large | Klaviyo | Playful “I'LL KEEP PAYING FULL PRICE” | Unplugs is finally here – and we're celebrating. | |
Visp |   | 10% off | Email field | Timed 6.6s | Small / Medium | Klaviyo | Straight | Join our list and take 10% OFF your first Elixir Mixer. | |
Vuori |   | 20% off first order; full price only | Email field | Timed 7.3s | Small / Medium | Klaviyo | Straight | A New Perspective In Your Inbox 20% Off Your First Purchase On full-priced items when you | |
WESN |   | 15% off | Yes / no gate | Behind the gate | On load | Large / Large | Klaviyo | Straight | Get 15% off your first WESN What do you value most in the things you buy? |
Wild Roman |  | 10% off first order | Quiz gate | Behind the gate | Timed 5.7s | · / Takeover | Klaviyo | Straight | 10% OFF YOUR FIRST ORDER Tell Us How Your Skin Feels It's Oily/My pores are big It's Dry/F |
Zenos Health |   | Free gift first order | Email field | Timed 5.9s | Medium / Large | Klaviyo | Straight | JOIN OUR COMMUNITY & GET A GIFT ON YOUR FIRST PURCHASE | |
Zesty Paws |   | 30% off first order | Quiz gate | Exit intent | Medium / Large | Attentive | Straight | Take 30% Off! | |
| No popup in the ledger matches that combination. Clear a chip. | |||||||||
Percent off wins,
and 15 is the number.
55% of the 152 popups state a percentage; 7% state a dollar amount. The percentages pile up on 15% (21) and 10% (19), then 20% (14). The median is 15% and the mean is 22%, and the gap between those two numbers is the Labor Day sale: a cluster of "up to 45% off", "up to 55% off" and one 67% that are sale headlines with an email field attached, not standing welcome offers. Strip the "up to" rows and the standing offer is 10 to 20 percent almost everywhere.
Dollar offers are rarer and they are not random. They sit on products with a real ticket: Avocado Green Mattress ($100), Feno ($100), Ernesta ($50), Quince ($40). A percentage on a $1,000 order reads as a bigger discount than the brand wants to give; a fixed dollar figure caps the cost and still anchors. The other place dollars show up is where a percentage would look small: a $5 or $10 code on a snack or a mixer reads better than 8%.
Then there is the third group, and it is growing: 29 brands (19%) do not state a number at all. 13 promise a "mystery discount", 13 run a spin or scratch card, 3 run a sweepstake. Almost all of them sit on the same two vendors, which tells you this is a template decision as much as a marketing one.
| Offer type | Popups | Share | |
|---|---|---|---|
Percent off | 84 | 55% | |
Dollar off | 11 | 7% | |
Mystery discount | 13 | 9% | |
Spin / scratch | 13 | 9% | |
Sweepstakes | 3 | 2% | |
Free gift | 10 | 7% | |
Free shipping | 1 | 1% | |
Perks only | 8 | 5% | |
No stated offer | 9 | 6% |
| Offer | Popups | Share | |
|---|---|---|---|
5% off | 1 | 1% | |
10% off | 19 | 23% | |
11% off | 1 | 1% | |
14% off | 1 | 1% | |
15% off | 21 | 25% | |
20% off | 14 | 17% | |
25% off | 7 | 8% | |
30% off | 7 | 8% | |
35% off | 2 | 2% | |
39% off | 1 | 1% | |
40% off | 1 | 1% | |
50% off | 2 | 2% | |
51% off | 1 | 1% | |
52% off | 1 | 1% | |
55% off | 3 | 4% | |
60% off | 1 | 1% | |
67% off | 1 | 1% |
| Brand | Offer | Condition | Headline |
|---|---|---|---|
Mid Day Squares | $5 off | first order | Take $5 Off Your First Order Where should we send it? |
Bloon Paris | €10 off | No stated minimum | Et si c’était le bon moment pour passer à l’assise active ? |
Jones | $10 off | first order | Get $10 off your first order 95% of people can’t quit cold turkey. |
Maison Custom | $10 off | first order | GET $10 OFF YOUR FIRST ORDER BONUS: FREE SHIPPING ON ORDERS +$150 30,000+ customers trust |
Promix | $15 off | No stated minimum | You've got $15 back To claim your $15, let us know what you're looking for: Protein & Crea |
I Love Ugly | $20 off | No stated minimum | YOU'VE GOT $20 OFF To claim, tell us what you're shopping for today: TEES & SHIRTS PANTS & |
Cometeer | $25 off | subscription | Welcome to the Future of Coffee! |
Quince | $40 off | $250+ order | $40 OFF YOUR ORDER GENDER EMAIL CONTINUE *Valid on orders of $250 or more. |
Ernesta | $50 off | 5 samples for $5; $50 code toward a rug | Get 5 samples for $5* Get 50% off 5 samples plus an exclusive discount code for $50 toward |
Avocado Green Mattress | $100 off | $1,000+ order | Complete Your Sleep Sanctuary Your mattress is just the beginning. |
Feno | $100 off | No stated minimum | You've Got $100 Off Take My $100 |
Timed, not on load:
the median is seven seconds.
The reflexive complaint about popups is that they hit you before the page has painted. In this set that is a minority: 13 of 152 fire inside 2.5 seconds. 114 are on a timer, and the timer clusters tight: a quarter fire by 5.475 seconds, the median is 7.3, three quarters have fired by 10.825. 21 waited for a scroll and 4 only appeared on exit intent, which is a desktop-only trigger and one this capture can simulate, so the low count is real rather than an artefact.
The sharper observation is that the delay is almost identical on mobile. Vendors ship one timing rule and brands rarely split it by device, which means the phone visitor, who is still watching the hero load on a cellular connection, gets the popup at roughly the same wall-clock moment as the desktop visitor who has already read the fold.
| Trigger | Desktop | Mobile |
|---|---|---|
On load under 2.5 seconds | 13 · 9% | 13 · 9% |
Timed a timer, 2.5 seconds or more | 106 · 74% | 105 · 75% |
Scroll only after scrolling | 21 · 15% | 22 · 16% |
Exit intent cursor leaves through the top edge; desktop only | 4 · 3% | 0 · 0% |
Medium on desktop,
large on the phone.
Size is measured as the share of the viewport the card itself covers, ignoring the dimmed backdrop. On desktop the centre of the distribution is a medium card, 20 to 45% of a 1440×900 window. On a 390×844 phone the same creative becomes a large card or a takeover, because the vendor scales the card to the width and the copy does not shrink to match. 13 desktop popups are takeovers; 16 mobile ones are. Only 30 desktop popups are small enough to leave most of the page readable, and on mobile that number falls to 5.
If you only look at your popup in the vendor's desktop preview, you have not seen what most of your visitors see.
| Size band | Desktop | Mobile |
|---|---|---|
Teaser under 5% of the viewport | 2 · 1% | 0 · 0% |
Small 5 to 20% | 28 · 19% | 5 · 4% |
Medium 20 to 45% | 65 · 45% | 52 · 37% |
Large 45 to 80% | 36 · 25% | 67 · 48% |
Takeover over 80% | 13 · 9% | 16 · 11% |
Email first,
and texts on step two.
Of the 108 popups where a field was visible, 104 ask for email first, 2 ask for email and phone together, and 2 lead with a phone number. The step-two pattern is where SMS lives: 11 popups mention texts somewhere in the flow, usually after the email is in, and the "sign up for email and texts" line on the button is doing quiet work on the consent side. Nobody in this set asks for a phone number cold on a first visit without an email in front of it, with the exception of HygieneLab, metabiotics.
The bigger shift is the gate. 76 of 152 popups (50%) show no field at all on the first pane: 33 open with a yes/no ("Want 20% off?" with a "No, I'll pay full price" underneath), and 43 open with a segmentation question ("What's your hair goal?") whose answer becomes a Klaviyo or Alia profile property before the visitor has given an address. The yes/no gate is a conversion-rate trick, and a good one: the first click is a micro-commitment. The quiz gate is a data play; it costs a click and buys a segment. 74 popups still put the field on pane one.
| First pane | Popups | Share | |
|---|---|---|---|
Email field | 71 | 47% | |
Quiz gate | 43 | 28% | |
Yes / no gate | 33 | 22% | |
Email + phone | 2 | 1% | |
Phone field | 1 | 1% | |
No field | 2 | 1% |
| First field | Popups | Share | |
|---|---|---|---|
Email | 104 | 96% | |
Both | 2 | 2% | |
SMS | 2 | 2% |
Two vendors render
most of the popups.
Alia 56, Klaviyo 55, Attentive 19, Custom / theme 14. Klaviyo is on 185 of the 235 sites as an email platform, so its 55 popups understate its footprint; a lot of brands keep Klaviyo for the list and hand the popup to Alia, which renders 56 of these and is responsible for nearly every quiz gate, mystery discount and scratch card in the ledger. Attentive's 19 are the yes/no gates with an SMS second step. The 14 custom builds are mostly the largest brands (Bombas, True Classic, Fabletics, Eight Sleep), which is the usual pattern: at scale the popup becomes product surface and leaves the app.
Postscript is loaded on 48 sites and rendered 0 of the popups this capture could read, which is not a verdict on Postscript. It is a note that most brands running it use it for the SMS list and let another tool own the front door.
| Vendor | Sites loading it | Share | Popups it rendered |
|---|---|---|---|
Klaviyo | 185 | 79% | 55 |
Alia | 73 | 31% | 56 |
Okendo | 54 | 23% | · |
Postscript | 48 | 20% | · |
Attentive | 36 | 15% | 19 |
Retention.com | 21 | 9% | · |
Digioh | 13 | 6% | 3 |
Shopify Forms | 8 | 3% | · |
Justuno | 8 | 3% | · |
Recart | 7 | 3% | 2 |
Amped | 6 | 3% | · |
Braze | 5 | 2% | · |
Mostly straight,
and the jokes live in the decline link.
I read every headline. 24 of 152 have a voice you would recognise as the brand's: Liquid Death's "Wanna cheat on your other beverage company?", Poppi's lowercase "sour apple is here 🍏 sweet.", Candy Kittens' "Looks like you're new here!", Bero's "Fancy a free tote?". The other 128 say "Get 15% off your first order" in one of about four ways. That is not a criticism; the plain version converts, and the vendors' templates push you toward it.
Where the personality shows up most reliably is the decline link. 12 brands write the "no" as copy rather than "No thanks": "I'll pay full price", "Nah, I'm good", "No thanks, I don't like savings". It is a small thing, it costs nothing, and it is the one place the template lets you be a brand. The list is below.
| Brand | Decline link | Vendor |
|---|---|---|
ALLDAY | “No thanks, I'll pass” | Klaviyo |
Beast | “no thanks, I'd rather not save” | Klaviyo |
Caudabe | “No thanks, I don't want 10% off” | Custom / theme |
Cowboy Colostrum | “I'LL PAY FULL PRICE” | Attentive |
Eskiin | “No thanks, I don't want to save” | Alia |
MindBelly | “Nah, I'm good.” | Klaviyo |
Native Union | “No thanks, I’ll pay full price” | Klaviyo |
Nutrops | “No thanks, I don't like savings” | Alia |
OPHORA | “NO THANKS, I'LL PAY FULL PRICE” | Klaviyo |
Rogue Snacks | “I'll pay full price” | Custom / theme |
Sunday Citizen | “NO, I'LL PAY FULL PRICE” | Attentive |
Unplugs | “I'LL KEEP PAYING FULL PRICE” | Klaviyo |
| Tone | Popups | Share | |
|---|---|---|---|
Straight | 128 | 84% | |
Playful | 24 | 16% |
Twelve that show
the range.
A dozen frames from the ledger, chosen for range rather than quality: a sweepstake wheel, a mystery discount, a quiz gate, a custom takeover, a yes/no on top of a sale, a corner slide-in. Every row in Table 1 links to its own capture.
The other 2365 brands:
10% off, Klaviyo, and a
plain email field.
The ledger above is the top of the market. The Handoff directory has another 2482 rows below it, most of them from the 1800dtc harvest: real DTC brands, smaller, less advertised, and a better picture of what an average store does than what a swipe file does. The same capture ran on all of them. 2365 loaded; 117 were bot-walled, dead or timed out. 1188 of the 2365 (50%) showed a capture popup, against 65% at the top.
Three things separate the wide market from the top of it. The offer is smaller: the mode drops from 15% to 10% (271 brands say 10%, 204 say 15%), though the median holds at 15%. The gate is rarer: 362 of 1188 (30%) hide the field behind a quiz or yes/no, against 50% at the top, and the quiz specifically falls from 28% to 12%. And the stack is Klaviyo's: it rendered 589 of 1188 popups (50%) where Alia rendered 206; at the top the two are level. Alia is a tier-one habit that has not reached the long tail yet, which is the most useful single thing in this table for anyone selling to DTC brands.
What does not change: email is first almost everywhere (933 of 983 visible forms), texts are a second-step ask (95 of 1188 mention them), the popup is timed rather than on load (911 of 1188), and the copy is plain (140 of 1188 read as playful). The wide market is the top of the market with the same defaults and fewer decisions on top of them.
| Offer type | Top (152) | Wider (1188) |
|---|---|---|
Percent off | 84 · 55% | 668 · 56% |
Dollar off | 11 · 7% | 68 · 6% |
Mystery discount | 13 · 9% | 54 · 5% |
Spin / scratch | 13 · 9% | 89 · 7% |
Sweepstakes | 3 · 2% | 21 · 2% |
Free gift | 10 · 7% | 37 · 3% |
Free shipping | 1 · 1% | 13 · 1% |
Perks only | 8 · 5% | 96 · 8% |
No stated offer | 9 · 6% | 142 · 12% |
| First pane | Top (152) | Wider (1188) |
|---|---|---|
Email field | 71 · 47% | 781 · 66% |
Quiz gate | 43 · 28% | 148 · 12% |
Yes / no gate | 33 · 22% | 214 · 18% |
Email + phone | 2 · 1% | 38 · 3% |
Phone field | 1 · 1% | 5 · 0% |
No field | 2 · 1% | 2 · 0% |
| Vendor | Top (152) | Wider (1188) |
|---|---|---|
Klaviyo | 55 · 36% | 589 · 50% |
Alia | 56 · 37% | 206 · 17% |
Custom / theme | 14 · 9% | 193 · 16% |
Attentive | 19 · 12% | 146 · 12% |
Omnisend | 2 · 1% | 23 · 2% |
Digioh | 3 · 2% | 20 · 2% |
Recart | 2 · 1% | 3 · 0% |
Privy | 0 · 0% | 4 · 0% |
Mailchimp | 0 · 0% | 3 · 0% |
| Trigger | Top (152) | Wider (1188) |
|---|---|---|
On load | 13 · 9% | 102 · 9% |
Timed | 114 · 75% | 911 · 77% |
Scroll | 21 · 14% | 129 · 11% |
Exit intent | 4 · 3% | 46 · 4% |
76 brands that showed
nothing on a first visit.
76 brands showed no capture popup in the window, and 7 more showed a sale modal with no field in it. Some of these are deliberate: Gymshark, Warby Parker, Bellroy and Oura have run without a welcome popup for years and their list growth comes from checkout and account creation. Some fire later than 45 seconds, or on the second pageview, or only for returning visitors; Klaviyo's default "show after 30 seconds on site" and Alia's frequency capping both produce a quiet first visit. And a few loaded a vendor and never used it. The stack column shows what was on the page, so you can tell an abstainer from a brand whose popup is simply slower than this capture.
| Brand | What showed | Popup / ESP stack loaded | Note |
|---|---|---|---|
Alo Yoga aloyoga.com | Nothing in the window | Attentive, Braze | |
ARQ8 arq-8.com | Nothing in the window | Alia, Klaviyo | |
Autobrush tryautobrush.com | Nothing in the window | Klaviyo, Postscript | |
Axolt axoltbrain.com | Nothing in the window | Klaviyo | |
Bearaby bearaby.com | Sale promo modal, no field | Alia, Amped, Klaviyo | |
Bearbrick Audio bearbrick.audio | Country selector only | None detected | geo / country selector, not a capture |
Bellroy bellroy.com | Nothing in the window | None detected | |
Birddogs birddogs.com | Nothing in the window | Klaviyo, Postscript | |
Boll and Branch bollandbranch.com | Nothing in the window | Alia, Postscript | |
BoomBoom Naturals boomboomnaturals.com | Nothing in the window | Klaviyo, Postscript | modal with no field and no offer |
Bumble bumble.com | Nothing in the window | None detected | |
ButcherBox butcherbox.com | Nothing in the window | Klaviyo, Postscript | |
Cadence keepyourcadence.com | Nothing in the window | Alia, Digioh, Justuno, Klaviyo, Postscript | |
Calvin Klein calvinklein.com | Nothing in the window | None detected | No popup in 35s including a scroll; only a cookie notice. Headless timed out on load. |
Caraway carawayhome.com | Nothing in the window | None detected | sticky header with a search field was picked up as a popup; no welcome popup observed |
Carpe mycarpe.com | Nothing in the window | Alia, Klaviyo, Postscript | modal with no field and no offer |
Chubbies chubbiesshorts.com | Nothing in the window | None detected | |
Coley Home coleyhome.com | Nothing in the window | Klaviyo | |
Curology curology.com | Nothing in the window | Justuno | |
D.Franklin dfranklincreation.com | Nothing in the window | Klaviyo | |
Dollar Shave Club dollarshaveclub.com | Sale promo modal, no field | Alia, Digioh, Klaviyo | |
Dose dosedaily.co | Nothing in the window | Digioh, Klaviyo, Postscript | |
Dr. Squatch drsquatch.com | Nothing in the window | Klaviyo, Mailchimp, Postscript | |
Every Man Jack everymanjack.com | Nothing in the window | Amped, Digioh, Klaviyo, Mailchimp | |
Fabletics fabletics.com | Nothing in the window | Digioh | Segmentation gate, not a capture: no field, no offer. Membership model handles the offer at checkout ('New VIP offer' in |
Fatty15 fatty15.com | Nothing in the window | Klaviyo | |
Flaus goflaus.com | Nothing in the window | Justuno, Klaviyo | |
Function Health functionhealth.com | Nothing in the window | None detected | |
Funner shopfunner.com | Nothing in the window | None detected | |
Good Peeps good-peeps.com | Nothing in the window | None detected | |
Graza graza.co | Nothing in the window | Alia, Klaviyo, Postscript | |
Grüns gruns.co | Nothing in the window | Alia, Klaviyo, Postscript | |
Gymshark gymshark.com | Nothing in the window | None detected | |
Hammerhead hammerhead.io | Nothing in the window | None detected | |
Hims forhims.com | Nothing in the window | None detected | |
Huel huel.com | Nothing in the window | Justuno | |
Huppy behuppy.com | Nothing in the window | Alia, Klaviyo | |
Hydrant drinkhydrant.com | Nothing in the window | Alia, Klaviyo, Postscript | |
IM8 im8health.com | Sale promo modal, no field | Alia, Klaviyo | sale modal with a free welcome kit, links to a plan picker, no field |
Instant Hydration instanthydration.com | Nothing in the window | Klaviyo, Postscript | |
Jolie jolieskinco.com | Nothing in the window | Klaviyo | No popup in 35s including a scroll. Klaviyo loaded, nothing fired. |
Jones Road jonesroadbeauty.com | Nothing in the window | Klaviyo | |
Jukebox myjukebox.com | Nothing in the window | Klaviyo, Postscript | |
Kitsch mykitsch.com | Nothing in the window | Klaviyo, Postscript | |
KORA Organics koraorganics.com | Nothing in the window | Klaviyo | Only a Shopify Markets country-selector modal ('you're visiting from United States'); no capture popup in 30s after dism |
Krazy Klean krazyklean.com | Nothing in the window | Justuno, Klaviyo | |
Lockset lockset.com | Sale promo modal, no field | Klaviyo | |
Loftie byloftie.com | Nothing in the window | Klaviyo | |
Loop Earplugs loopearplugs.com | Nothing in the window | Klaviyo | |
LYMA lyma.life | Nothing in the window | Klaviyo | |
Madhappy madhappy.com | Nothing in the window | Alia, Attentive, Klaviyo | |
Manta Sleep mantasleep.com | Nothing in the window | Klaviyo, Postscript | candidate was site chrome; discarded |
Maryruth Organics maryruthorganics.com | Nothing in the window | Klaviyo, Postscript | |
Methodology gomethodology.com | Nothing in the window | None detected | |
Miils drinkmiils.com | Nothing in the window | Klaviyo | |
Muse choosemuse.com | Sale promo modal, no field | None detected | |
O Positiv opositiv.com | Nothing in the window | Klaviyo | teaser only: LIMITED-TIME | Get 25% OFF with code LABOR25 | Shop Now › |
Oats Overnight oatsovernight.com | Nothing in the window | Klaviyo, Postscript | |
Ollie ollie.com | Sale promo modal, no field | Digioh, Recart | |
OneSkin oneskin.co | Nothing in the window | Klaviyo | |
OSEA oseamalibu.com | Nothing in the window | None detected | |
Oura ouraring.com | Nothing in the window | Braze | |
Poubel poubel.com | Nothing in the window | None detected | |
Refy refybeauty.com | Nothing in the window | Klaviyo | |
Rhode rhodeskin.com | Nothing in the window | Klaviyo, Postscript | |
Rocket Money rocketmoney.com | Nothing in the window | None detected | |
Ronning ronning.store | Nothing in the window | None detected | |
Ruggable ruggable.com | Nothing in the window | Klaviyo, Postscript | |
SaladPower saladpower.com | Nothing in the window | Klaviyo | |
SharkNinja ninjakitchen.com | Nothing in the window | Listrak | |
SHEIN shein.com | Sale promo modal, no field | None detected | Coupon-claim modal routes to account sign-in, not an email/SMS field; a sticky bottom bar reads 'Enjoy 30% OFF on your f |
Spacegoods spacegoods.com | Nothing in the window | Alia, Klaviyo | |
Sporty & Rich sportyandrich.com | Nothing in the window | Attentive, Klaviyo | |
SURI trysuri.com | Nothing in the window | Klaviyo, Postscript | |
The Healthy Whisper thehealthywhisper.com | Nothing in the window | None detected | |
Therabody therabody.com | Nothing in the window | Digioh | |
Touchland touchland.com | Nothing in the window | None detected | |
Unwell unwell.com | Nothing in the window | None detected | |
Warby Parker warbyparker.com | Nothing in the window | None detected | |
Waterboy waterboy.com | Nothing in the window | Klaviyo, Postscript | |
waterdrop waterdrop.com | Nothing in the window | Klaviyo | |
WMP Eyewear wmpeyewear.com | Nothing in the window | Alia, Klaviyo | |
ZOE zoe.com | Nothing in the window | None detected |
| Brand | Status | Why |
|---|---|---|
Behave behavesnacks.com | Unreachable | behavesnacks.com does not resolve (DNS) in either browser. |
Crocs crocs.com | Blocked | Cloudflare 'Performing security verification' interstitial persisted in Chrome as well; not bypassed. |
Helios heliossandals.com | Unreachable | heliossandals.com returned a browser error page; the resolved domain may be wrong or the site is down. |
Manscaped manscaped.com | Blocked | Cloudflare 'Performing security verification' interstitial persisted in Chrome as well; not bypassed. |
Same script, same brands,
Black Friday week.
This page exists for the second column. The capture re-runs the week of Black Friday on the same 239 brands with the same rules, and the comparison renders here: which brands raised the percentage, which switched from a standing welcome offer to a sale headline, which added a phone field for the season, which turned the popup off entirely because the site-wide banner was doing the work. My expectation, for the record, is that the median moves from 15% to 20%, the "up to" rows triple, and the gated flows stay exactly where they are because nobody rebuilds a quiz in November.
Find the five brands in your category in Table 1 and open their captures on mobile, not desktop. If yours is the only one still stating "10% off" on a plain email field, you are not wrong, but you are now the control group. If you are considering a quiz gate, look at what the 43 brands running one ask; the question is the segment you will be emailing for a year. And write the decline link. It is the cheapest brand moment on the site.
Questions about DTC
welcome offers.
What is a welcome offer popup?
The first-visit overlay a DTC site shows to collect an email or phone number, usually in exchange for a discount on the first order. In this September 2026 baseline of 235 DTC brands, 152 showed one, 55% of those offered a percentage off (median 15%), and 50% hid the field behind a yes/no or quiz step.
What discount do DTC brands offer for signing up?
Most offer 10 to 20 percent off a first order. Across 84 popups with a stated percentage, the mode was 15% (21) and 10% (19), then 20% (14), and the median was 15%. Dollar-off offers (11 brands) sit on higher-ticket products: $50, $100, $100 at the top. 29 brands state no number and use a mystery discount, spin wheel or sweepstake instead.
Do brands ask for email or phone number first?
Email. Of 108 popups with a visible field, 104 asked for email first, 2 asked for email and phone together, and 2 led with a phone number. Texts usually appear on a second step after the email is captured; 11 of 152 popups mention SMS anywhere in the flow.
When does the popup appear?
Mostly on a timer. 114 of 152 popups fired after a delay with a median of 7.3 seconds; 13 appeared inside 2.5 seconds of load, 21 waited for a scroll, and 4 used exit intent. The timing was the same on mobile in almost every case.
Which tools do DTC brands use for welcome popups?
In this set the popups were rendered by Alia 56, Klaviyo 55, Attentive 19, Custom / theme 14. Klaviyo was loaded as the email platform on 185 of 235 sites regardless of who rendered the popup, and Alia produced nearly every quiz-gated and mystery-discount flow.
How was this captured?
A headless Chromium session from a US address loaded each homepage on a 1440×900 desktop viewport and a 390×844 mobile viewport, in a fresh session with no cookies, waited up to 32 seconds for a timed popup, scrolled, and on desktop simulated exit intent. Nothing was typed into any form; a single click on a yes/no or quiz button was allowed to reveal the field. Sites that block data-centre traffic were checked by hand in a normal browser and are marked in the table.
How do smaller DTC brands' welcome popups differ from the top of the market?
The wider directory of 2365 smaller brands shows a popup less often (50% against 65%), offers less (the mode is 10%, not 15%), gates the field less (30% against 50%) and runs on Klaviyo far more (50% of popups against 36%). Email first, a timer of a few seconds and plain copy are the same at both ends.
When is the Black Friday comparison coming?
The same capture re-runs on the same brands the week of Black Friday 2026 and the results land on this page as a second column, with a section on what changed.
If you want the second column read against your own popup rather than the market's, that is what The Read is for. The tracker stays free either way.