What October 2022’s Affiliate Marketing Trends Tell Us About Holiday Sales

October ushered in crisp days, falling leaves, and pumpkin spice every thing. It additionally kicked off the vacation purchasing season (good day, Giftober) this 12 months, giving manufacturers their first crack at crushing This fall objectives. When shoppers weren’t pulling out their bank cards, they tuned in to a plethora of can’t-miss streaming leisure.
As each model is aware of, the satan is within the particulars, so we peaked behind the writer curtain and sifted by way of Skimlink‘s writer affiliate knowledge to see what’s catching client consideration probably the most. As client mindsets are consistently altering, made much more unpredictable with this 12 months’s unstable financial outlook, understanding rising client tendencies and staying forward of the competitors is important.
What’s clear from October’s knowledge is that this: as an alternative of buying massive ticket objects as they did in September, shoppers have been extra centered on:

Streaming dwell leisure and sporting occasions plus drama-packed films and TV sequence
The viral on a regular basis and particular vacation magnificence buys touted by TikTok influencers
Fall and winter climate trend finds for all their upcoming vacation get-togethers

Watch Party: Streamers Need Advice
October was jam-packed with must-see TV, and shoppers have been all about tuning in. The common US family subscribes to 4.7 companies, however nobody platform affords all of it. So, whereas folks know what they need to watch, ‘easy methods to watch’ stays the query and has turn out to be a prime web search phrase based on our Skimlink’s knowledge, with most of the hottest articles together with phrases like ‘watch at no cost’ or ‘stream at no cost.’
In one kind or one other, competition-based content material led the pack, with thousands and thousands wanting to look at the Miss USA Pageant, the MLB World Series, the BET Hip Hop Awards, and MTV’s The Challenge. Lifetime additionally doubled down with a true-crime thriller and documentary concerning the tragic ending to Gabby Peitito’s life, each of which proved irresistible to audiences.
The Takeaway: As a writer, it’s essential know concerning the upcoming content material that may curiosity your viewers. Prepare articles that may direct your readers to the streaming companies that includes that programming and particularly name out the present titles in your URLs to realize extra site visitors. Additionally, promote free trials and seasonal offers as a result of viewers are finicky and keen to change companies if there’s sufficient incentive, corresponding to enticing pricing or nice content material choices.
Advertisers ought to stay hyper-focused on concentrating on to make sure campaigns attain the suitable viewers. Since we all know subscribers will come and go, having a two-pronged technique is the way in which to go. Create particular campaigns for extremely anticipated releases and extra generalized campaigns that spotlight the wealth of content material accessible.
Get impressed by these examples:

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TikTok Beauty: Where Viral Begins
The energy of TikTok is simple. More than 1 / 4 of 18 to 29-year-olds get their information from the platform, and plenty of Gen Z-ers begin their searches on the platform as an alternative of Google. There’s a nook of TikTok for each curiosity (#BookTok, #SportTok, #NatureTok), however one stands out as a real taste-maker with over 20 billion views: #BeautyTok.
If a magnificence product goes viral on TikTok, you will be certain shoppers will search the net to snag one earlier than it sells out. While the platform is chargeable for the resurrection of the under-the-radar and 15-year-old skincare model CeraVe and Clinique’s all-but-forgotten Black Honey lipstick, new merchandise get a lot the identical therapy. October’s launch of magnificence introduction calendars and limited-edition vacation merchandise from manufacturers like Charlotte Tillbury set the platform on hearth, and influencer-produced ‘easy methods to use’ product movies constantly achieve thousands and thousands of views.
The Takeaway: Publishers within the magnificence and trend industries must be conscious about what’s trending on TikTok and put together content material that options probably the most looked for merchandise with hyperlinks to purchase these objects. Know of a deal or a web site having a sale? Even higher! Be certain to incorporate person opinions alongside earlier than and after footage, as each closely affect buy choices, significantly for magnificence merchandise.
Advertisers with trending merchandise ought to go all in with campaigns that includes them. As the vacations are proper across the nook and plenty of of these merchandise will land on the prime of want lists, construct vacation messaging into the campaigns.
Take a cue from these:

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Fall-ing into Fashion Deals
Fashion is all the time a scorching subject on-line, however because the seasons change, it’s a vertical that enjoys additional consideration. In October, folks can’t wait to drag on a comfy sweater or slip into their new cold-weather coat. Additionally, with the Christmas season beginning in October, our knowledge revealed that buyers began buying their vacation outfits early.
Inflation considerations are nonetheless top-of-mind for shoppers, however that hasn’t slowed them down when buying the suitable outfit for an workplace vacation social gathering, household dinner, or massive evening out. What it has carried out is make them laser-focused on offers and gross sales.
The Takeaway: Consumers know that is the time of 12 months to attain deep reductions. Publishers ought to create all varieties of shopping for guides that spotlight store-specific and item-specific offers (most needed ladies’s boots, males’s coats, kids’s pajamas, and so forth.). Focus on manufacturers that align with client priorities corresponding to worth, availability, and comfort (assume: purchase now, pay later, and curbside pickup).
Advertisers can earn extra income early in This fall by encouraging shoppers to make quick buy choices. Placing advertisements on the suitable publications and incorporating the suitable language in campaigns is essential. Beyond mentioning gross sales and reductions, embrace messaging that refers to limited-time offers and ‘whereas provides final.’
Use these examples as a information:

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Infuse Trends into Your Holiday Strategy
As we soar into the Christmas season, publishers and advertisers ought to use October’s affiliate tendencies and our in depth vacation insights to dive into the patron mindset and uncover what they intend to place beneath the tree. These learnings will show invaluable when deciding which services and products to advertise.
Over the subsequent few months, flexibility shall be the secret for each advertisers and publishers. Staying on prime of client tendencies every day and responding instantly by publishing new content material is important for publishers.
Advertisers should keep in mind that even for in-store purchases, the patron expertise begins on-line, so utilizing knowledge to create high-performing campaigns for model consciousness and conversion objectives is the way in which to wrap up This fall with a giant crimson income bow.

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