Mobile frameKey takeaways
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 September 2026 baseline, and the same script runs again every month.
- 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 (2407 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. Every one of those rows is listed in the wider directory.
Source: Taylor Sicard, Taylor Sicard Consulting · Headless capture of 235 sites, September 2026 · Updated September 2026
FIG. · What a first visit shows
Part of The Index · TSC living data trackers
Live tracker · Recaptured monthly
Last updated September 25, 2026
152 welcome popups from 235 DTC brands, read the same way on desktop and mobile.
65%
Show a capture popup · 152 of 235
15%
Median percent-off · 55% of offers are percent
50%
Gate the field behind a yes/no or quiz
7.3s
Median delay before a timed popup
Recaptured every month. This is the September 2026 baseline. The same capture runs again in October 2026 and every month after it, on the same brands with the same rules, so the page tracks how Q4 and BFCM change the offers and the lead capture, and which popup and email tools brands adopt or drop. Captures are first-visit, fresh session, US egress, 1440×900 and 390×844.
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.
Laid side by side, the 152 popups are 152 operating decisions, captured right before the quarter when every one of them will be changed. The capture runs again every month, so each wave shows what moved and when. I wrote up what DTC welcome popups offer in 2026 as a separate analysis of this baseline.
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.
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Every brand in this table made these calls deliberately or by default. If you are not sure which yours were, that is worth an hour of someone else's eyes before the quarter turns.
01/The baseline
Every welcome popup,
brand by brand.
The full ledger. Every popup opens in place, at the size it was captured, with its copy, its vendor and the rest of the stack beside it. Each card shows the frame the classifier read, with the offer, any gate in front of the field, when it fired (for timed popups, the delay from page load) and the tool that rendered it. "Behind the gate" as a first field means the field sits past a quiz or game step that a click alone did not reveal.
First pane
Vendor
Trigger
152popups shown
median percent off
median delay, timed
hide the field behind a step
Offer mix click a band to filter
Percent off click a column
When it appears seconds after load
Who renders it click a bar
No popup in the ledger matches that combination. Clear a chip.
Captured September 6, 2026, first visit, fresh session, US egress. Each card shows the exact frame the classifier read: desktop where one exists, otherwise mobile, marked on the card.
02/Dollars vs percent
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.
Fig. 2 · Offer type152 popups
Show the numbers as a table
Table 2 · Offer type152 popups
| 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% |
Fig. 3 · Percent-off values84 stated percentages
15%
1910%
111%
114%
2115%
1420%
725%
730%
235%
139%
140%
250%
151%
152%
355%
160%
167%
Median 15% across 84 offers. The highlighted column holds the median.
Show the numbers as a table
Table 3 · Percent-off values84 popups with a stated percentage
| 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% |
Values over 40% are, without exception, sale headlines captured during Labor Day week rather than standing welcome offers. The BFCM recapture will show how many of the 10 to 20 percent rows move up.
Table 4 · Dollar-off offers11 popups
| 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 |
03/What triggers it
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 5.5 seconds, the median is 7.3, three quarters have fired by 10.8. 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.
Fig. 5 · Seconds before a timed popup106 desktop · 105 mobile
Each dot is one timed popup. On-load, scroll and exit-intent popups are counted in the table.
Show the numbers as a table
Table 5 · Trigger, desktop vs mobileshare of popups that appeared
| 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% |
04/Small vs full size
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.
Fig. 6 · Card size, desktop vs mobileshare of the screen covered
Desktop 1440x900Mobile 390x844
Show the numbers as a table
Table 6 · Card size, desktop vs mobileshare of viewport covered
| 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% |
05/Email, text, or both
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.
Fig. 7 · What the first pane asks for152 popups
Show the numbers as a table
Table 7 · Capture shape on the first pane152 popups
| 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% |
Table 8 · First field, where one was visible108 popups
| First field | Popups | Share | |
|---|---|---|---|
Email | 104 | 96% | |
Both | 2 | 2% | |
SMS | 2 | 2% |
06/Who built it
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.
Fig. 9 · Marketing stack on the page235 sites
Show the numbers as a table
Table 9 · Marketing stack detected on the page235 sites
| 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% | · |
Detected from script sources on the homepage. A vendor can be loaded and idle; the last column is the number of captured popups whose markup belonged to that vendor.
07/Copy
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.
Table 10 · Decline-link copy12 popups
| 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 |
Table 11 · Tone152 popups
| Tone | Popups | Share | |
|---|---|---|---|
Straight | 128 | 84% | |
Playful | 24 | 16% |
08/The captures
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.
09/The wider directory
The other 2407 brands:
10% off, Klaviyo, and a
plain email field.
The ledger above is the top of the market. The Handoff directory has another 2524 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. 2407 loaded; 117 were bot-walled, dead or timed out. 1211 of the 2407 (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% (279 brands say 10%, 207 say 15%), though the median holds at 15%. The gate is rarer: 366 of 1211 (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 604 of 1211 popups (50%) where Alia rendered 210; 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 (953 of 1004 visible forms), texts are a second-step ask (97 of 1211 mention them), the popup is timed rather than on load (931 of 1211), and the copy is plain (142 of 1211 read as playful). The wide market is the top of the market with the same defaults and fewer decisions on top of them.
Fig. 14 · Offer type, top of the market vs the wider directory152 vs 1211 popups
Top of the market (152)Wider directory (1211)
Show the numbers as a table
Table 14 · Top of the market vs the wider directory152 vs 1211 popups
| Offer type | Top (152) | Wider (1211) |
|---|---|---|
Percent off | 84 · 55% | 679 · 56% |
Dollar off | 11 · 7% | 69 · 6% |
Mystery discount | 13 · 9% | 56 · 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% | 100 · 8% |
No stated offer | 9 · 6% | 147 · 12% |
Fig. 15 · First pane, by tier152 vs 1211 popups
Top of the market (152)Wider directory (1211)
Show the numbers as a table
Table 15 · First pane and first field, by tier152 vs 1211 popups
| First pane | Top (152) | Wider (1211) |
|---|---|---|
Email field | 71 · 47% | 799 · 66% |
Quiz gate | 43 · 28% | 151 · 12% |
Yes / no gate | 33 · 22% | 215 · 18% |
Email + phone | 2 · 1% | 39 · 3% |
Phone field | 1 · 1% | 5 · 0% |
No field | 2 · 1% | 2 · 0% |
Fig. 16 · Who rendered the popup, by tier152 vs 1211 popups
Top of the market (152)Wider directory (1211)
Show the numbers as a table
Table 16 · Who rendered the popup, by tier152 vs 1211 popups
| Vendor | Top (152) | Wider (1211) |
|---|---|---|
Klaviyo | 55 · 36% | 604 · 50% |
Alia | 56 · 37% | 210 · 17% |
Custom / theme | 14 · 9% | 195 · 16% |
Attentive | 19 · 12% | 147 · 12% |
Omnisend | 2 · 1% | 24 · 2% |
Digioh | 3 · 2% | 20 · 2% |
Recart | 2 · 1% | 3 · 0% |
Privy | 0 · 0% | 4 · 0% |
Mailchimp | 0 · 0% | 3 · 0% |
Fig. 17 · Trigger, by tier152 vs 1211 popups
Top of the market (152)Wider directory (1211)
Show the numbers as a table
Table 17 · Trigger, by tier152 vs 1211 popups
| Trigger | Top (152) | Wider (1211) |
|---|---|---|
On load | 13 · 9% | 103 · 9% |
Timed | 114 · 75% | 931 · 77% |
Scroll | 21 · 14% | 131 · 11% |
Exit intent | 4 · 3% | 46 · 4% |
There is no download: the rows are the asset, and a CSV of them is a copy of the asset walking out of the door.
All 2524 brands are listed row by row in the DTC welcome popup directory, searchable by name or domain and filterable by vendor, with the offer, first pane, trigger and headline each one showed.
10/No popup
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.
Table 18 · No capture popup observed83 brands
| 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 |
Table 19 · Not observed4 brands
| 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. |
11/Monthly recaptures
Same script, same brands,
every month.
The capture runs again every month on the same 239 brands with the same rules, and each wave lands here beside the last. October shows the Q4 build-up, November shows Black Friday and Cyber Monday, and the months after show what brands keep. Three things get compared. The offer: who raises the percentage, who swaps a standing welcome offer for a sale headline, who turns the popup off because the site-wide banner is doing the work. The capture: who adds a phone field for the season, and whether the quiz gates hold. The tools: which popup and email platforms brands add or drop between waves. My expectation, for the record, is that by Black Friday week 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.
How to use this before your own Q4 build
Find the five brands in your category in the ledger 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, the cheapest brand moment on the site.
12/Common questions
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 2407 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.
How often is this tracker updated?
Every month. The same capture runs on the same brands with the same rules, so each wave shows how Q4, Black Friday and Cyber Monday change welcome offers and lead capture, and which popup and email tools brands adopt or drop. The next wave runs in October 2026.
If you want your own popup read against this data, that is what The Read is for. The tracker stays free either way.
The welcome popup is the first ask; the AI checkout tracker covers the last step, whether an AI assistant can actually complete the purchase once the discount is claimed.