How did affiliate marketing perform over the Cyber shopping period?

Speculation mounted in the run up to this year’s Black Friday and Cyber shopping period as to how it would perform. Many shoppers faced rising inflation and a squeeze on disposable income, while businesses were faced with the annual dilemma of whether they should embrace the sales and go deep with the discounts or hold out and risk losing out to competitors. 

Joining us on this month’s episode of Awin Talks are two team members who can reveal what actually happened. Alfie Staples is Senior Global Insights Manager on our client service team, while Piper Donnelly is an Account Director for Awin US. Both have taken a dive into the data to pick out the key trends we witnessed over this all-important event and what they mean. 

 Among Alfie and Piper’s findings they reveal:

• How the volume of discount codes being used by shoppers rose to 36% this year, indicating the extent to which consumers were eager to make savings. 
• Tech partners witnessed strong growth over the period, particularly in the US, as more advertisers adopt their solutions to better optimise on-site conversions and customer experiences. Particularly important at a time when shoppers demonstrated more browsing and research behaviour than ever before. 
• The electronics sector was a major success over Black Friday, generating an additional €6.3m in revenue compared to the 2022 edition as shoppers took advantage of strong promotions and cashback rates across a variety of affiliate partners. 

To read more on Awin’s analysis of the key global trends from Black Friday and the Cyber period, check out Alfie’s latest article. 

And for a more in-depth look at the main takeaways from the performance trends we tracked in the US, read the recent piece we published in Martech Record here. 

Want to explore the trends that matter most to you in your local market or sector? Then play around with our Peak Performance Tracker report. This interactive dashboard allows you to take a closer look at the competitive landscape and get some valuable context on your own performance over the period. 

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