I have been tracking Nugget Comfort since the start of June. And this is now my 5th update since I started tracking them. And they have been wildly impressive, especially because they do not do any form of digital marketing. Here are the previous write-ups:
7/6/2021: THIS COMPANY SOLD MORE THAN $4M OF PRODUCT IN JUNE WITH ZERO AD SPEND
7/30/2021: NUGGET COMFORT CONTINUES TO IMPRESS IN JULY!
9/14/2021: $5M+ MONTHLY SALES FROM BUILDING DEMAND THROUGH SCARCITY
10/12/2021: HOW I TRACK AND ESTIMATE DTC/ECOMMERCE SALES (PLUS AN UPDATE ON NUGGET COMFORT)
Nugget Comfort’s Popularity
In the last 12 months, the search terms “Floor chair” and “Floor Sofa” have been searched on average about 34,000 times per month. The term “Nugget Couch” has been searched on an average of 200,000 times per month.
Nugget Monthly Revenue
In June and July, Nugget averaged about 20,000 orders per month. In November, Nugget received over 80,000 orders. I estimated their average order value to be about $225.
June – $4.7M
July – $4.1M
August – $5.7M
September – $8.0M
October – $8.4M
November – $19M
Sesame Street!
Not only does Nugget Comfort not run any ads. They also do not discount (they don’t have to). If you remember from my previous write-up, for the holiday season 2020, Nugget ran a lottery for the opportunity to purchase one of the 60,000 Nugget Couches available. Over 200,000 people signed up to the lottery.
The lottery came back this year, just in time for Black Friday. This year, Nugget teamed up with Sesame Street to launch an Elmo Couch. Nugget is big on their limited releases and this release was no different. They launched their lottery system again for the opportunity to purchase one of these Elmo couches.
The confirmed rights to purchase this Elmo couch were being sold on eBay for between $50 and $150. One of the Elmo couches has sold on ebay (listed at $650 but best offer was accepted).
Unfortunately, Nugget has not released any data around this lottery like they did with their lottery last year. Their Facebook post announcing this lottery got 1.2K comments and 201 shares. Their posts typically get a few hundred comments on it. Their 4 total posts about the Elmo couch got just under 3,000 total comments.
Website Traffic
June – 635K website visitors
July – 742K website visitors
August – 826K website visitors
September – 859K website visitors
October – 1.27M website visitors
November – 1.81M website visitors
(source Similarweb)
Product Sourcing
I only see one import record for Nugget Comfort which is from back in 2018 coming from El Salvador (Gfy Limitada De C.V.) for “Stuffed Mattress Cover”.
I did look at one of Nugget’s competitors, Foamsasium. They are importing their product from an Italian manufacturer New Wind (new-wind.it).
