DTC843: Price Anchoring, CCPA Compliance, and TikTok Reply Videos Tactic

Good morning, 

Here’s what you’ll find in today’s DTC:

⚓ That’s So Cheap!
How price anchoring influences perception.

🤦 Understanding Compliance Standards
We discuss evolving privacy laws in the U.S. 

📦 Daily Tariff Update
Trump’s tariff clock is ticking…

📈 Steal This TikTok Content StrategyLeverage this feature to grow views. 

You’re reading this newsletter along with new subscribers from: Children’s Factory, Devon + Lang, and Ocula Tech. 👋

🚀 Planning A Product Launch? Expanding To New Audiences? Get This Brand's Insider Tips 

Don’t miss this behind-the-scenes look at how Legendairy Milk did both—timed and executed precisely to maximize impact around BFCM. 💥

🔊 Tune in this Tuesday, July 15, 12 P.M. ET and discover what winning strategy looks like in this revealing webinar.

In this candid conversation, CFO/COO Joe Feehan shares how the team used customer insights, omnichannel strategy, and timing to drive results from day one. 📈

👏 Whether you’re refining your Q4 approach or exploring new segments, this webinar is packed with real-world takeaways to elevate your next campaign.

Curious what helped their team succeed—and which tactics could make or break your own BFCM strategy?

⚓ Price Anchoring = More Conversions 

Have you tested this psychological trick on your website? 

Using price anchoring in your PDPs can motivate more people to buy, and it’s such a simple tactic. 

What’s price anchoring? This pricing strategy establishes a price point customers can reference when making a purchasing decision. 

Why does it work? Most people have an anchoring bias. 

When comparing a higher price with a discounted price, the lower price looks like a great deal and motivates customers to buy.  

Here’s how you can implement price anchoring on your site: 

Running a sale? Show the old price when discounting.

When the initial price appears first before the new price, not only does it make the new discounted price seem impressive, but customers feel like they are enjoying cost savings even while spending. 

Shona Joy does this on its PDPs so customers understand they are getting a deal. 

The full price is on the left and the new current price is on the right. 

Even though the updated price tag is still a lot of money, it seems like a bargain compared to the old price. 

Use this price anchoring strategy for subscriptions as well. 

Lemme calls out how subscribers save more by comparing two different prices. 

They use strikethrough pricing on one-time purchases and emphasize the subscription price with a blue text color that pops off the screen. 

The takeaway? 

‍Cognitive biases shape how customers think, act, and buy—and understanding them can be the difference between an abandoned cart and a sale.

💫 The Key To BFCM Is Preparation And Timing. This Toolkit Lets You Crush Both

The easiest way to miss your Black Friday/Cyber Monday goals? Going in late with no plan. 

🚨 If you fail to plan, you plan to fail. 

Luckily, the tools you need to succeed are just a click away. 

🧰 Klaviyo’s 2025 BFCM toolkit is your secret weapon to crush BFCM this year.

Skip the guesswork of busy-season prep.

Get the toolkit for:

• 📊 A 5-part plan backed by real performance data
• ➡️ Templates to make execution simple
• ✅ Checklists that keep your flows optimized—no time wasted, no steps missed
• 👀 Insights to help you grow your list, personalize with purpose, and drive serious revenue 

Go into the busiest season of the year with a winning edge.  

📦 Your Daily Tariff Check-In

Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know. 

June 24, 2025 update:

Trump’s Tariff Clock Is Ticking…

• Aside from a trade agreement with the U.K. last week, Trump has not secured any other trade deals.
  
• Why this is important: Trump has threatened tariffs of up to 50% on EU imports if a deal is not reached by July 9.
  
• Canada's Prime Minister Mark Carney has threatened to hike tariffs on U.S. imports of steel and aluminum if the two countries cannot reach a deal. 

Keep in mind: These details are current as of writing but could change before this reaches your inbox.

🎧 CCPA/CPRA Explained: What Every Ecommerce Tech Manager Must Know

In this episode of All Killer, No Filler, Eric chats with Pilothouse’s Technical Manager Richard about privacy laws which are already affecting a lot of ecommerce brands. 

We dig into the impact of California’s CCPA/CPRA (California Consumer Privacy Act) and evolving privacy laws across North America.

In this episode, we dive into:

• CCPA/CPRA 101 & penalties: Brands can face hefty violations for  private-data breach lawsuits.

“For unintended violations, brands can face fines up to $2,500. $7,500 if intentional, and repeat fines stack.”

• Thresholds that trigger compliance: How businesses with revenue over $25M, 100K+ Californians’ data, or data‑sale revenue ≥50% are impacted.
  
• Compliance Solutions: How Shopify tools like ConsentMo, Pandectis, SecurePrivacy support full-stack compliance (banner + data access + opt-out).
  
• Data Loss Doesn’t Equal Revenue Loss: Richard shares how a client lost 58% of Analytics data but only 4% of purchases after adding full compliance tools.
  
• The future of data consent: How PIPEDA, GDPR-like shifts, and AI‑driven consent profiles are shaping privacy.

👉 Listen to the full episode with Richard here.

📦 Launching a new product before BFCM? Learn how Legendairy Milk did it—and get tips to prep for Prime Day—at Klaviyo’s webinar this July 15, Tuesday, at 12PM ET. Save your spot. *

📥 Got a B2B Biz? 

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

Have you heard our latest podcasts?

• 🧓 Ad-venturous 6: All About Baby Boomers 
• 📧 TWBERP 38: Stop Double Tapping Unengaged Addresses 
• 🍘 How Back To Nature Repositioned Away From ‘Plant-Based’

• 🤖 AKNF 516: Steal These AI Workflows and 3x Creative Production
• 🤔 Ad-venturous 6: Did Gen X Pledge Allegiance to Value? 
• ⚡TWBERP 37: They Subscribed, Now What? Welcome Emails 

Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.