Who buys from Party Packs, and where the headroom is
The 3,000 highest-spending Shopify customers, classified by the type of organisation behind them and rolled up into groups. Each group is compared with the size of its estate (homes, parks, hotels, schools) to show how far Party Packs has penetrated it, then set alongside the UK groups that are not yet customers. Figures are lifetime spend unless marked 12m (orders since 7 Oct 2025).
Where the business revenue comes from
Business customers in the top 3,000 by segment. The UK establishment count gives a sense of the ceiling; the share estimate is active accounts divided by establishments and is deliberately crude (one account can serve several sites, and one site several accounts).
What could this be worth? Ten levers to pull
A what-if on the numbers above. Each lever is one campaign-sized move: a percentage of a group's non-ordering sites coming on at the rate an ordering site already spends, or a like-for-like lift on an existing segment. Drag a slider to change the assumption; the bars and the total follow. The levers are independent estimates and a few overlap, so read the total as a sense of scale, not a forecast.
Target map
Every multi-site group we know of, by segment. Solid green border = active customer (ordered in the last 12 months), dashed amber = lapsed customer, grey = not a customer. The number is the group's estate size (sites). Click a group for detail.
Land and expand: groups already buying where most sites still do not
Active groups with ten or more sites, ranked by headroom (sites in the estate that have not ordered). These are the cheapest wins: the group already knows Party Packs and the purchasing route exists. Greyed rows at the bottom are groups where a single site has ordered once (a foot in the door rather than an account).
Reactivate: lapsed groups worth a call
Groups that spent £3,000 or more over their lifetime but have not ordered in the last 12 months.
Care homes deep dive
Care homes are the largest business segment and the one with the clearest expansion route. The two accounts below are mapped home by home from the operators' own directories.
UK care home operators by estate size
Top 60 customers by lifetime spend
Method and sources
- Shopify Admin (partypacks-store): the 3,000 customers with the highest lifetime spend were pulled on 7 Oct 2026, and for each one the orders since 7 Oct 2025 (count, value, shipping company and postcode). Lifetime spend is Shopify's all-time amount spent per customer record.
- Classification: known corporate email domains are mapped to a group; otherwise keywords on the company field, the customer name and the shipping companies decide the segment; webmail addresses with no company are treated as consumers. The long tail will contain mistakes, and the spreadsheet shows the basis for every row.
- Sites ordering = distinct town and postcode combinations shipped to in the last 12 months plus the account's default address. Penetration = sites ordering divided by estate size, capped at 100%.
- Email purchase orders: the n8n email-order table (292 rows, Aug 2025 to Oct 2026) and the matching Shopify orders tagged email-order (216, Mar to Oct 2026) with shipping postcodes, used to map HC-One and Anchor home by home.
- Estates and market totals: operator websites and CQC (HC-One 278 homes, Anchor 120 homes), LaingBuisson via Grant Thornton Care Homes 2026, carehome.co.uk, ISC Census 2026, daynurseries.co.uk, IBISWorld, Hospice UK, LGA, BBPA, Nursery World, Schools Week and company press releases, researched 7 Oct 2026.
- Caveats: Shopify records are per person not per site, so a home can appear under several names; group totals include staff who may order for personal use; 12-month figures only cover customers inside the top 3,000 by lifetime spend; estate counts move with acquisitions (Welltower now owns HC-One, Barchester, Care UK and Avery property; Care UK runs the former Aria and Danforth homes).
The full dataset is in the spreadsheet PP_B2B_Target_Map_2026-10-07.xlsx (Summary, Groups, Customers top 3000, Email PO channel, HC-One homes, Anchor homes, Care home operators, Adjacent targets, Target map, Market sizing, Growth levers).