7 Affiliate Strategies Publishers Use for Black Friday
Okay, here’s a summary of the key takeaways from the provided text, focusing on how publishers are approaching the 2023 holiday shopping season:
Key Trends in Holiday Shopping Coverage (2023):
- Early Start to Deals: Publishers like The Wall Street Journal’s Buy Side, Wirecutter, Future, Forbes Vetted, and CNN underscored are starting their holiday deal coverage much earlier than in previous years – beginning in early November. The sentiment is that being late to the game means missing out.
- Focus on Value & Durability: With consumers being more price-conscious, publishers are prioritizing recommendations for products that offer good value, longevity, and utility, rather than simply focusing on luxury or “splurge” items. they’re highlighting bigger percentage-off deals.
- Rigorous Price Verification: Due to consumer skepticism about the authenticity of deals, publishers are significantly increasing their efforts to verify pricing. They’re comparing current prices to ancient data to ensure discounts are genuine. Wirecutter, in particular, is being very selective, only recommending a small percentage of the deals they evaluate.
- Creator Integration (Varied Approaches): Publishers are increasing their investment in social distribution, but the specific ways they’re using creators are diverse (the text doesn’t detail how they’re diverging).
In essence, the publishers are responding to a more cautious consumer by starting early, focusing on genuine value, and building trust through careful verification.