We discuss examples of relevant deformations of known CFTs placed in de Sitter spacetime, possessing AdS gravity duals with Big Crunch singularities. We point out generic aspects of such dual backgrounds, including the behaviour in the vicinity of the singularity, holographic correlators in the geodesic approximation, and retarded correlators in an analytically tractable example within the AdS_4/CFT_3 context. We briefly describe an attempt to characterise the bulk crunch and its putative resolution within the O(N) vector model in 3D.