Halloween 2026

30 September 2026 · Copy for the Halloween ads, split four ways: the Halloween Tiny Animals, the Agatha the Witch decorations, and the two bundles. Last Halloween a free named character (the FREE Black Cat) sold about three times better than 10% off, so both bundles lead with the free character. Each section tests one thing, shown on every card: the Tiny Animals texts each meet a different stage of the buyer's journey, and the Agatha and bundle texts try different ways of writing the same message. Every text names the characters. Edit anything straight on the page, mark each line approved or rejected, then press Send.

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Halloween Tiny Animals Agatha the Witch decorations Halloween Tiny Animals bundle Agatha the Witch bundle

Can more Tiny Animals bundles be made up?
The Halloween Tiny Animals bundle shows 14 in stock, which could go in a few days once ads are running. If more can be made up we will give it a proper budget. If not, we will keep it small and put the money behind Zelda, Pumpkin and Agatha, who all have plenty of stock.

The Agatha bundle saving is £14.96, not £14.99
The "Save £14.99" image works out at £14.96 (£59.96 down to £45.00). Could you either change the image to £14.96, or price the bundle at £44.97? The copy itself only says Agatha on a Broom is worth £14.99, which is right.

Three review pictures are left out for now
The quotes on the Pumpkin (Corrie F.), Zelda (Matt B.) and Agatha (Karen C.) pictures are from reviews of the Witch Mouse, not the product in the picture, so we have not included them. Matt B.'s quote would be fine on a Witch Mouse picture if you would like one made. The Black Cat on its own is also left out, as it is sold out.

Halloween Tiny Animals7 images · 5 main texts · 5 headlines

Cold UK audiences, for the Witch Mouse, Zelda, Pumpkin the Cat and the Black Cat.

Sends to /collections/halloween-collection

People see these ads several times before they buy, and not in any set order. So each text meets a different point on the way: someone who has not thought about Halloween decorations yet, someone weighing up the options, someone who already knows the animals, and someone ready to order. Every text names the characters, because your best Halloween ads introduced them by name ("Meet Witch Mouse!"). The single-animal pictures link to that animal's page, the group pictures to the Halloween collection.

Which stage each text is written for

not looking yetScrolling, not shopping. Has not thought about Halloween decorations yet, so the text introduces the animals and gives them a reason to stop.

comparing optionsThinking about decorating, and weighing us up against the plastic and throwaway things in the shops.

knows the productHas seen the animals before and wants a reason to trust them: what a real customer thought.

ready to orderWants them and just needs the nudge: dispatched today, free gift box.

Every text below has to work on every one of these seven.

Primary Text

P1 · Meet the Halloween Tiny Animals Testing: funnel stage Stage: not looking yet EditedRevised since your edit

Meet the Halloween Tiny Animals. 🎃 Zelda the Witch Mouse and her enormous spider Hugo, Pumpkin the Cat in his bright orange costume, and our original Halloween Witch Mouse with her broom and her little Black Cat. Each one is hand felted from organic wool by our skilled artisans, so yours is genuinely unique, and arrives in its own free little house gift box. The perfect Halloween decor, if you ask us.

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P2 · Kept for years Testing: funnel stage Stage: comparing options EditedRevised since your edit

The pumpkins will be soup by the first week of November. Zelda, Pumpkin the Cat and the Witch Mouse simply go back in their free little house gift boxes, and come out again next October. And the October after that. Each one is hand felted from organic wool by our skilled artisans, so they're made to be kept, not thrown out with the pumpkin.

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P3 · Not too scary Testing: funnel stage Stage: comparing options EditedRevised since your edit

Not everyone wants a plastic skeleton in the front window. Our Halloween Tiny Animals are the gentler sort. The witches are mice, Pumpkin the Cat is more pumpkin than cat, and even Zelda's enormous spider Hugo is, she insists, very sweet. We're happy to take her word for it. Each one is hand felted from organic wool by our skilled artisans, so yours is genuinely unique. Spooky, but only a little. 🕷️

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P4 · A real review Testing: funnel stage Stage: knows the product EditedRevised since your edit

"Better than anything I can find in shops." That's Judith F., on our Halloween Witch Mouse and her little Black Cat. We're inclined to agree, though we would say that. Every one of our Halloween Tiny Animals is hand felted from organic wool by our skilled artisans, so yours is genuinely unique, and each arrives in its own free little house gift box.

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P5 · The nudge Testing: funnel stage Stage: ready to order EditedRevised since your edit

Zelda, Pumpkin the Cat and the Halloween Witch Mouse are packed in their little houses and ready to go. 🎃 Order before 2pm, Monday to Friday, and yours is dispatched the same day, in its own free little house gift box. Hand felted from organic wool by our skilled artisans, so the one that arrives is genuinely unique. No tricks, just the treat.

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Headlines

H1 Meet the Halloween Tiny Animals Edited

Stage: not looking yet the "Meet" opener that worked last year

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H2 The Perfect Halloween Decor Edited

Stage: not looking yet the wording from your best Halloween ad

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H3 Spooky, But Only a Little Edited

Stage: comparing options pairs with P3

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H4 Out Every October, For Years Edited

Stage: comparing options pairs with P2

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H5 Free Little House Gift Box Included Edited

Stage: ready to order your standard first headline

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Agatha the Witch decorations7 images · 5 main texts · 5 headlines

Cold UK audiences, for the four Agatha hanging decorations.

Sends to /collections/halloween-collection

Agatha is new this year, so we do not yet know how best to write about her. All five say much the same things, taken from her product pages (four versions of Agatha, hand felted, Halloween now and the Christmas tree later), each written a different way. Whichever one Meta favours tells us how to write about her next. None of them mentions a gift box, because the single Agatha pages do not say what she ships in.

Which writing structure each text uses, and what it tells us

Character introductionOpens with "Meet..." and the character's name, then who they are. Your best Halloween ads did this. A win tells us names sell, so every new character launches this way.

PAS (problem, agitate, solution)Names a small problem (Halloween decorations that don't last), makes it a little worse (the pumpkins are soup, the candles burnt down), then gives the answer. A win tells us a problem to solve beats a straight description.

Set-up and twistA plain first line, then a surprise in the second (she's a Christmas decoration too). A win tells us a small surprise stops the scroll, and in your dry, funny voice.

Question and listOpens with a question, then a short list the reader can skim. Worked well for Hyde & Hare, never tried here. A win tells us skimmable, list-style copy suits your buyers.

Short copyThree short lines, no story: what she is, the four versions, where she goes. The baseline. If it wins, your buyers want less reading and we should write shorter everywhere.

Every text below has to work on every one of these seven.

Primary Text

P1 · Meet Agatha Testing: writing structure Structure: Character introduction EditedRevised since your edit

Meet Agatha the Witch. 🧹 She comes four ways: swooping along on her broomstick, lighting the way with her spooky lantern, out with her faithful companion Burt the Bat, and waiting for the trick-or-treaters with her "BOO!" banner. Each Agatha decoration is hand felted from organic wool by our skilled artisans, so yours is genuinely unique. Hang one, or hang all four.

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P2 · Halloween, then the Christmas tree Testing: writing structure Structure: Set-up and twist EditedRevised since your edit

Agatha the Witch is a Halloween decoration, strictly speaking. But she's never been one for rules. Come December, she's just as happy on the Christmas tree, giving it a bewitching little twist. Every Agatha decoration is hand felted from organic wool by our skilled artisans. Two seasons, one very characterful witch.

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P3 · Outlasts the pumpkins Testing: writing structure Structure: PAS (problem, agitate, solution) EditedRevised since your edit

The pumpkins will be soup by November and the candles will have burnt down. Agatha the Witch goes back in the drawer with the fairy lights, and comes out again next October, pointed hat and all. She's hand felted from organic wool by our skilled artisans, so she's made to be kept. A Halloween decoration you'll hang every year.

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P4 · Where will she hang? Testing: writing structure Structure: Question and list EditedRevised since your edit

Where will Agatha hang this Halloween? From a bare branch in a vase Along the mantelpiece Over the door, for the trick-or-treaters On the Christmas tree, come December Agatha the Witch is hand felted from organic wool by our skilled artisans, and each one is genuinely unique.

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P5 · Just the facts Testing: writing structure Structure: Short copy EditedRevised since your edit

Agatha the Witch, hand felted from organic wool by our skilled artisans. 🎃 On her broomstick, with her spooky lantern, with Burt the Bat, or with her "BOO!" banner. Hang her up for Halloween, then move her to the Christmas tree.

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Headlines

H1 Meet Agatha the Witch Edited

the "Meet" opener that worked last year

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H2 Hand Felted Halloween Decorations Edited

says plainly what she is

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H3 For Halloween, and the Christmas Tree Edited

pairs with P2

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H4 Hang Her Up Every October Edited

pairs with P3

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H5 A Cheeky Little Fright Edited

wording from her product page

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Halloween Tiny Animals bundle2 images · 3 main texts · 3 headlines

Cold UK audiences, for the four-piece Tiny Animals bundle with the free Black Cat.

Sends to /products/halloween-tiny-animals-bundle

"FREE Black Cat with Halloween Witch Mouse" was your best Halloween ad last year, returning between 2.6x and 3.6x, while 10% off on the same two animals lost money. So these lead with the free Black Cat, not the saving. The offer is the same in all three; only the way it is written changes: offer first, the characters introduced by name first, or a customer review first.

Which writing structure each text uses, and what it tells us

Character introductionOpens with "Meet..." and the character's name, then who they are. Your best Halloween ads did this. A win tells us names sell, so every new character launches this way.

Offer firstThe free character is the very first line, before anything else. A win tells us the offer alone stops people, so lead every bundle ad with it.

Testimonial firstOpens with a real customer's words, then the product. A win tells us people trust other buyers more than us, so open more ads with reviews.

Primary Text

P1 · FREE Black Cat Testing: writing structure Structure: Offer first EditedRevised since your edit

FREE Black Cat with our Halloween Tiny Animals bundle. 🐈‍⬛ Bring home the Halloween Witch Mouse, Zelda the Witch Mouse and Pumpkin the Cat, and their little Black Cat (worth £12.99) comes along at no extra cost. Each one is hand felted from organic wool by our skilled artisans and arrives in its own free little house gift box.

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P2 · Meet all four Testing: writing structure Structure: Character introduction EditedRevised since your edit

Meet the Halloween Tiny Animals: the Halloween Witch Mouse, Zelda the Witch Mouse, Pumpkin the Cat and a little Black Cat, who is free, and knows it. 🐈‍⬛ Bring home the set and the Black Cat (worth £12.99) comes along at no extra cost, with free standard UK delivery. Each one is hand felted from organic wool by our skilled artisans and arrives in its own free little house gift box.

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P3 · Karen C.'s review Testing: writing structure Structure: Testimonial first EditedRevised since your edit

"Absolutely delighted with my lovely little mouse and her little black cat. They are perfect for Halloween, autumnal vibes and I will treasure them." That's Karen C., on our Halloween Witch Mouse and Black Cat. Our Halloween Tiny Animals bundle brings them home together with Zelda the Witch Mouse and Pumpkin the Cat, and the Black Cat is free.

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Headlines

H1 Halloween Tiny Animals + FREE Black Cat Edited

last year's winning headline, updated

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H2 FREE Black Cat With the Set Edited

shorter version

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H3 Four Halloween Friends for Three Edited

the same offer, said as a saving

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Agatha the Witch bundle2 images · 3 main texts · 3 headlines

Cold UK audiences, for the set of four Agatha decorations.

Sends to /products/agatha-the-witch-halloween-decorations-bundle

Same thinking as the Tiny Animals bundle: lead with the free character, since that is what sold last Halloween. Here the free one is Agatha on her broom. The offer is the same in all three; only the way it is written changes: offer first, all four introduced by name first, or a question and a list.

Which writing structure each text uses, and what it tells us

Character introductionOpens with "Meet..." and the character's name, then who they are. Your best Halloween ads did this. A win tells us names sell, so every new character launches this way.

Offer firstThe free character is the very first line, before anything else. A win tells us the offer alone stops people, so lead every bundle ad with it.

Question and listOpens with a question, then a short list the reader can skim. Worked well for Hyde & Hare, never tried here. A win tells us skimmable, list-style copy suits your buyers.

Primary Text

P1 · FREE Agatha on her broom Testing: writing structure Structure: Offer first EditedRevised since your edit

FREE Agatha Witch on a Broom with the set of four. 🧹 Agatha with her spooky lantern, Agatha with Burt the Bat and Agatha with her "BOO!" banner, plus Agatha on her broomstick (worth £14.99) at no extra cost. All four are hand felted from organic wool by our skilled artisans and come together in an organic cotton gift bag.

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P2 · Meet all four Agathas Testing: writing structure Structure: Character introduction EditedRevised since your edit

Meet all four Agathas. 🧹 Agatha on her broomstick, Agatha with her spooky lantern, Agatha with Burt the Bat, and Agatha with her "BOO!" banner. Bring home the set and Agatha on her broomstick (worth £14.99) is free, with free standard UK delivery and an organic cotton gift bag. Each one is hand felted from organic wool by our skilled artisans.

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P3 · Where will all four hang? Testing: writing structure Structure: Question and list EditedRevised since your edit

Where will all four Agathas hang this Halloween? From a bare branch in a vase Along the mantelpiece Over the door, for the trick-or-treaters On the Christmas tree, come December Bring home the set and Agatha on her broomstick (worth £14.99) is free. Each one is hand felted from organic wool by our skilled artisans.

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Headlines

H1 FREE Witch With the Set of Four Edited

leads with the free character

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H2 Four Decorations for the Price of Three Edited

the same offer, said as a saving

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H3 Agatha the Witch, All Four Edited

plain and simple

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