Bed Choices

Bed Choices is an online bed and mattress retailer that has been selling across the UK for more than a decade, with the aim of offering the lowest prices it can on beds and mattresses. It sells beds in every standard size, including upholstered and gas-lift ottoman beds in a choice of fabrics, and customers can order fabric swatches before they commit (Bed Choices).

Its customers are mostly working families buying a bed because they need one, not because they fancy a change. Price matters, and so does being able to spread the cost.

In 2024 Bed Choices was turning over around £10,000 a month online. The beds were good value and customers who bought them were happy, but the website wasn’t turning enough visitors into orders, and there was room to reach far more of the right people.

Castle took on the lot: a new website, paid advertising on Meta, Google and TikTok, and email marketing built around the moment the target customer can actually afford to buy.

For a household on a tight budget, the month has a shape. Nationwide found that six in ten people have less than £100 in their account before payday (Nationwide). When the money lands, spending jumps: in January 2026, UK card transactions peaked on Friday 30 January at 89% above the daily average and 102% above the mid-month low (Checkout.com, via Home of Direct Commerce).

A bed is exactly the kind of purchase people put off until that day. So Castle built the marketing around it. Ads and emails push hardest as payday arrives, and the option to spread the cost helps anyone who can’t pay all at once.

Castle built Bed Choices a new website on Shopify. The old site converted 0.4% of visitors into orders. The new one converts 2.1%.

That sounds like a small number either way, so here’s what it means in practice. For every 10,000 visitors, the old site took about 40 orders. The new site takes about 210. Same visitors, same beds, five times the orders, before a single extra pound goes on advertising.

The site also lets customers order fabric swatches. Picking a velvet colour from a phone screen is a gamble, and a swatch through the letterbox turns a maybe into a decision. Every swatch request starts a five-email follow-up sequence.

Each platform does a different job. Meta and TikTok reach people who need a bed but haven’t started searching yet, with ads that show the beds and what they cost. Google Ads catches the people who already know what they want and are searching for something like an ottoman bed or a king size bed with storage.

Running all three together means a customer can see a bed on TikTok in the week before payday, search for it on Google when the money arrives, and come back to buy from the follow-up email two days later.

Castle set up Bed Choices’ email marketing in Klaviyo, with automated flows running all year round: a welcome series for new subscribers, abandoned basket and abandoned checkout reminders, a post-purchase sequence and the swatch follow-up.

Over the past 12 months the welcome series has had a 34% open rate and the post-purchase emails 54%, which tells you people want to hear from the brand after they’ve bought.

On top of the flows sit payday sales. A “Payday Sale” email goes out on the last working days of the month, followed two days later by a second send. It’s a simple pattern, and it lines up the offer with the exact moment the customer can say yes.

Bed Choices went from around £10,000 a month in 2024 to £60,000 a month by November 2025. That’s six times the monthly sales, a 500% increase, within 18 months.

The website’s conversion rate rose from 0.4% to 2.1%, more than five times as many orders from the same traffic. Every pound spent on Meta, Google and TikTok now works five times as hard once someone lands on the site. This is the kind of work we do across ecommerce marketing.

• Know when your customer gets paid. For affordable products, the end of the month is when the decision gets made.
• Fix the website before you scale the ads. Going from 0.4% to 2.1% did more than any budget increase could.
• Make the hard decisions easy. Swatches for colour, finance for cost.
• Use each ad platform for what it’s good at. Social for discovery, search for intent, email for the follow-up.
• Follow up two days later. A second send catches the people who missed the first.

From around £10,000 a month in 2024 to £60,000 a month by November 2025: six times the monthly sales, a 500% increase, within 18 months.

It rose from 0.4% to 2.1% after Castle built a new Shopify site. That’s about 210 orders per 10,000 visitors instead of 40.

Bed Choices’ customers often have little left before payday, and UK spending peaks when wages land. Ads and emails that arrive at that moment meet people when they can actually buy.

Meta, TikTok and Google Ads for paid advertising, a new Shopify website, and Klaviyo email flows and payday campaigns.