August 2025. The gift set range has been live for five months. The summer season is at its peak. Here is an honest look at what the numbers are showing and what is changing in how customers interact with the brand.
Top performers by revenue
The Gaucho Apron leads by revenue, as it always has. That is not a surprise — it is the brand’s hero product and the reason most customers arrive in the first place. The Pitmaster Set has emerged as a consistent high-value performer, driven by the gifting context it sits in: the person who wants to give a complete kit without the decision overhead of building one themselves. The Personalised Gaucho is strong through summer, always driven by specific occasions.
By volume, the Starter Griller Set leads. Its conversion rate for new visitors is the highest in the range. By value growth, the Couples’ Grill Night set is the fastest-moving item in the gift range — customers in the £150–£200 bracket are buying with confidence.
What is changing
The most significant shift is in customer mix. The proportion of returning customers versus new visitors has been increasing steadily through 2024 and into 2025. The brand has built a loyal base — customers who bought three years ago and are now buying again, for themselves or as gifts. That changes the dynamic of how we think about marketing. Acquisition still matters, but retention is now a real asset.
Average order value is rising. Customers are buying sets rather than individual products. The gift set ladder is working as designed — it guides the decision without forcing it.
The first wait-listed product
The Personalised Gaucho hit a three-week lead time in summer 2025 — the first time we have had a wait list for any product. Embroidery is done by hand, by a small team, and there is a ceiling to throughput that cannot simply be scaled by ordering more stock. It is a positive problem, but it needs addressing before Christmas, when personalised order volume will be significantly higher.
We are working on that now, in August, so that December does not catch us short. Production planning based on real data rather than optimism — that is how you avoid a Christmas stockout.
