Affiliate Marketers Recap Cyber Week
FollowWhile it will be some time before we see all of the stats and reports from Black Friday through Cyber Monday online shopping, the PMA has been gathering some initial reactions from our members.
Awin released their Affiliate Trends from Cyber Weekend 2024. They tracked $700m in sales revenue over the Cyber Weekend.
Partnerize expanded their analysis to include the 7 days prior to Thankgiving through Cyber Monday in Cyber 12: Key Partnerize Insights from 2024’s Holiday Shopping Period.
Other PMA members weighed in on what they saw:
Chris Hahs, Rakuten Advertising: Our network trends for Black Friday and Cyber Monday highlight the growing strength of the affiliate channel, with larger cart sizes increasing by 5% and a 66% surge in luxury purchases on Cyber Monday. Strategic category ownership such as electronics and beauty on Thanksgiving, and traditional gifts like apparel and toys on Black Friday, showcases the channel’s ability to drive value and adapt to evolving shopper priorities, reiterating the strategic importance of affiliate marketing.
Dylan Bertalli, PartnerCentric: One standout trend from Black Friday and Cyber Monday was the rise of mobile app-exclusive discounts. Consumers increasingly favored these deals, driven by a surge in mobile app shopping which according to Adobe Analytics, “57% of online sales came through a mobile device on Cyber Monday, an all-time high that represents $7.6 billion in online spending, up 13.3% YoY”.
Highly targeted app exclusive push notifications have been a large contributor to the increase in mobile app shopping since push notifications generally have a much higher avarage click through rate compared to emails along with a larger sense of urgency with exclusive time sensitive deal notifications which drives impulse purchases.
Carlos Chilin, Advertise Purple: Once again, Cyber Week has proved the power of e-commerce and affiliate marketing. Emerging technology and trends like mobile shopping, BNPL, AI chatbots, and of course, strategic partnerships, are redefining how consumers engage with brands online. From Black Friday to Cyber Monday, our clients experienced a 10.95% increase in affiliate-driven revenue compared to last year. Top-performing affiliates included Rakuten, Capital One, and Honey, with top verticals such as home and living, apparel and fashion, and games and toys. As the holiday shopping season continues to unfold, we’re excited to continue helping brands navigate the affiliate landscape, spot emerging consumer trends, and position clients for success in the upcoming year.
We’re looking forward to hearing more as the data continues to come in!
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