Black Friday in affiliate marketing - Europe - Tradedoubler Grow
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presents
Black Friday
in affiliate marketing
Europe
Preparing for a Black Friday like no other Holiday shopping season is just around the corner and consumers are already researching and planning their Black Friday and Cyber Monday purchases. After an unprecedented year, marked by the epidemic outbreak and changing shopping behaviours, the 2021 Black Friday season is the perfect opportunity to push retailers “back into the black”. In this guide, we have collected “best practices” from Tradedoubler experts to support you deliver holiday magic to every one of your customers.
Looking back to
Black Friday
2020
# sales order value
+142%
Europe increasingly buys into +265%
Black Friday shopping frenzy +204%
Sweden +108%
+314%
+243%
For many years now Black Friday sales event has UK
become a global affair, with particular appeal in Poland
Europe. +207%
Looking back to 2020, the spike in sales and order +478%
value generated for our advertisers confirms once +96%
again that people turn to affiliate partners to look Netherlands +2346
for gift recommendations, product comparison, %
and exclusive deals. +76% Germany
+159%
While some industry analysts are sceptical about
Black Friday being big this year, due to its +633%
occurrence 6 weeks after Amazon Prime Day, we France
+706%
believe that the holiday mood will prevail and +323% +181%
consumers will take advantage of both events for Switzerland
+224%
their shopping needs. +364%
Spain Italy
Source: Tradedoubler data.
Black Friday sales and order value compared to average performance in the first 4 weeks of November 2020.
Traditionally the strongest verticals
5%
3%
1%
on Black Friday, Retail claimed in
4%
2020 40% of total order value,
followed by Computers and
6%
electronics with 32%.
40%
9% Top verticals
by order value
While a category upside is unlikely to happen, this year
we expect verticals like health and beauty, home and
garden, media and entertainment to take a bigger slice
of the pie than last year.
32%
Due to social distancing norms, there will be fewer family
gatherings and parties this year, so shoppers will want to
buy more of those at-home beauty and pampering
products, and do more video streaming from the
Shopping and retail Computer and eletronics Health & beauty
comfort of a new armchair.
Fashion Media and entertainment Home & garden
Travel Other
Source: Tradedoubler data. Top verticals by order value on Black Friday 2020
A good deal will get you noticed. This is confirmed by last year’s top
performing affiliate models.
For the strangest Black Friday in history, as stores face CASHBACK/ LOYALTY 27%
the challenge of creating a safe shopping environment, COUPON/DISCOUNT-
online price comparison and research for deals will CODES/DEALS
24%
start earlier.
GOOGLE CSS 13%
VERTICAL SITE 10%
+47% +46%
PRICE COMPARISON 9%
NETWORK - BLIND 7%
sales YoY sales YoY
Cashback/Loyalty Coupon/Discount codes THIRD PARTY TECHNO 4%
NETWORK - PREMIUM 3%
+70% BLOGGERS
HORIZONTAL PORTALS
2%
2%
sales YoY
Price comparison
Source: Tradedoubler data. Year over year increase in sales on Black Friday 2020. Source: Tradedoubler data. Top affiliate types by order value on Black Friday 2020
Launch your Black Friday discounts
earlier and expand their life span
All signs indicate that this year shoppers will not
form crowds to hustle for deals.
Black Friday will be dominated by online shopping.
Make sure you’re communicating your
offers to your affiliate partners as early
as October, and if financially feasible,
extend them beyond Black Friday.
Provide exclusive coupon codes or deals
for your key affiliates so that they
can offer their users unique value.Maximise your sales by setting higher
commission rates for your affiliates
Use performance statistics from previous seasons to
identify the most effective affiliate partners and boost
their commission rates to maximise your sales this
year.
Dedicate budget for testing new affiliates similar to
your best performing partners, or from a completely
new category. Your account manager will help you
identify new affiliates from our vast network.
Tailor the
Double the Offer bonuses incentives to
commission for a for reaching each affiliate
new customer! sales goals! segment!Tips for creatives and landing pages ▪ Create engaging text ads and banners that incorporate your brand values and guidelines in the Black Friday concept. ▪ Deeper landing links to specific products or categories convert better than those directing to the homepage. ▪ Make sure your landing page can handle the additional traffic that is bound to come your way. ▪ Make checkout process as smooth and possible by requesting the minimum amount of information from your buyers. ▪ Ensure that your landing pages are displaying correctly on mobile devices.
Checklist of info to provide your affiliates: ✓ A detailed list of sale discounts and prices ✓ Time of each sale, its duration, and discount expiration date ✓ Banners customised with Black-Friday theme and promotional messages ✓ Coupon and discount codes ✓ Landing pages and unique tracking (if applicable) ✓ Terms and conditions such as sale exclusions or return policy ✓ Shipping timelines for all shipping methods, ensuring customers receive their orders before Christmas.
After Black Friday and Cyber Monday, don’t step off the gas Extend your promotions for a few more days to maximise your sales. There will be latecomers looking for some last-minute holiday shopping opportunities.. Engage your retargeting and email marketing affiliate partners to reach out to visitors who dropped off during purchase process. Finally, track and document everything so you can have benchmarks for the next sales season. for the next
Three takeaways for affiliate partners to increase sales during Black Friday
Gather all the deals you can The way to provide the best gift guides and the most useful recommendations to your readers is by getting early access to as many deals as possible. This will allow you to select the best offers based on user experience on your merchants’ sites, exclusive rates, past performance, and other criteria relevant to your audience. Be open to flat rate deals to increase the amount of promotions you can provide your users. Reach out regularly to your publisher manager at Tradedoubler to get the latest deals and build up your Black Friday content.
Update your promotion channels and
increase ad spend
Start creating awareness for your content and deals a couple of
weeks in advance, so you can use the engagement insights to
optimise for sales when deals are live.
Use the power of social media to maximise your exposure.
• set up contests and sweepstakes, when the affiliate programs allow it.
• add comment widgets and social sharing buttons on your Black Friday offers pages.
• post different variations of the same content on social platforms and link them to
your site to build traffic.
Whatever paid channels you are using, it’s time to increase your ad
spend to keep up with the competition.Here’s to a successful Black Friday in 2021! This report was brought to you by Tradedoubler. Tradedoubler is an international leader in performance-based digital marketing and technology powering a unique network of connections. Combining 21 years of digital marketing innovation and expertise, global presence, and a market leading technology platform, Tradedoubler offers tailored performance solutions for advertisers and publishers. More information can be found on www.tradedoubler.com Acknowledgement: the pictures used in this report were designed by Freepik.
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