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11th birthday decorations
Worth a lookShows low returns (0.4%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Brand share
Incredible32%top-5 brand share — no brand owns this niche
Competition
Great23%top-5 click share — an open shelf
Review moat
Great180.02avg incumbent reviews — the moat a new listing must climb
Conversion
Good6.4%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-3.8%90-day search growth — must beat 0% to launch
Avg price
Bad£8.23avg listing price — sweet spot $15–$100
Price range
Bad£2.36–£18.62cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Bad£65K£65K/yr · 124K searches