Our baseline goal this year for D2C is to acquire ~650 new customers per day at an $88 blended CAC. Through Q1, we've come in under that target — averaging closer to 565 NC/day at a $93 CAC. February was a bright spot (654 NC/day, $88 CAC), but January underperformed and March has been deteriorating week over week. By the last week of March, we were averaging ~430 NC/day at $104 CAC — well below where we need to be.
Year-over-year, Q1 2026 DTC new customers are down ~12% on roughly flat spend, which means efficiency has eroded meaningfully. The table below lays out the full picture.
| Month | Daily Spend | Daily NC | CAC | MTD Spend | MTD NC |
|---|---|---|---|---|---|
| Jan 2025 | $55,315 | 714 | $77 | $1,714,752 | 22,134 |
| Feb 2025 | $51,887 | 587 | $88 | $1,452,833 | 16,423 |
| Mar 2025 | $49,003 | 571 | $86 | $1,519,091 | 17,698 |
| Q1 2025 | $52,074 | 625 | $83 | $4,686,676 | 56,255 |
| Jan 2026 | $46,200 | 496 | $93 | $1,432,194 | 15,364 |
| Feb 2026 | $57,462 | 654 | $88 | $1,608,932 | 18,300 |
| Mar 2026 | $53,867 | 550 | $98 | $1,562,134 | 15,939 |
| Q1 2026 | $52,310 | 564 | $93 | $4,603,260 | 49,603 |
| YoY Δ | +0.5% | -9.8% | +12% | -1.8% | -11.8% |
This is the concerning part — performance has been sliding week over week through March:
| Week | Avg Daily Spend | Avg Daily NC | Avg CAC |
|---|---|---|---|
| Mar 1–7 | $59,675 | 595 | $100 |
| Mar 8–14 | $55,208 | 562 | $98 |
| Mar 15–21 | $54,006 | 599 | $90 |
| Mar 22–29 | $47,489 | 456 | $104 |
| Mar 25–29 | $44,725 | $430 | $104 |
The last week of March saw daily NC drop to the 387–512 range, with several days in the 300s–400s at $100+ CAC. This is a step-change down from where we were running earlier in the quarter.