Go to the profile of Commission Factory
Nov 17 · 27 min read

How to Prepare for a Successful Cyber Weekend in 2022

Cyber Weekend is undoubtedly one of the busiest retail events of the year - and it's just around the corner! In this article, we look at how brands and affiliates can prepare for Black Friday and Cyber Monday and how they can make the most out of the biggest sales period in the year.  

markus-spiske-BTKF6G-O8fU-unsplash

What is Black Friday? 

Black Friday is an annual shopping event celebrated by retailers worldwide. It kickstarts the shopping season for the Christmas holidays, with many businesses offering unprecedented discounts, promotions, and deals on their products. Because of its value, consumers often hold off major purchases for Black Friday and Cyber Monday deals to take advantage of the offered savings. 

Black Friday and Cyber Monday's popularity presents an excellent opportunity for advertisers and affiliates to generate greater sales during the holiday season. A good Black Friday affiliate marketing strategy involves:

  • Coming up with a comprehensive pre-Black Friday marketing plan 
  • Partnering with the right people to achieve marketing plan goals
  • Executing the plan flawlessly on Black Friday 
  • Reviewing analytics, collecting feedback, and retargeting post-Black Friday 

When is Black Friday? 

Black Friday in Australia kicks off on November 25, 2022, with a wide range of brands and retailers offering substantial discounts, promotions, and deals. The Cyber Weekend promotional season generally ends on Cyber Monday on November 28 – however, some brands may choose to extend the sales period.

To make the most of this season in Australia, advertisers undergo a comprehensive planning session with their technical team to ensure they have the following: 

  • Product pages on all sites are live, and the products are still available for purchase  
  • Technological infrastructures are in place to handle high traffic 
  • The ability to collect and monitor visitor data and feedback 
  • Sound analytics for retargeting after Black Friday


Black Friday Consumer Trends and Behaviour 

It's expected that advertisers in technology, consumer electronics, appliances, homeware, activewear, footwear, and fashion will be the most active with offers on Black Friday. For affiliate marketers, it is necessary to note that Millennials and Generation Z are the two demographics most likely to spend the most during Black Friday and Cyber Monday events. 

According to reports by NAB, Black Friday and Cyber Monday sales reached an all-time high in 2021. Australians spent more than $8 billion across the four days - beating pre-pandemic records from 2019 by up to 8%.

In 2022, Australians are more likely to take advantage of Black Friday than Boxing Day. According to Finder, 32% of shoppers plan to shop on Black Friday, which is a slight increase from 31% in 2021. When surveyed, shoppers also expressed their interest in buying the following product categories on Cyber Weekend.

 Black Friday Article Image 1

Source: Finder

Over the last decade, Australian retail spending has grown over 50% as both Black Friday and Cyber Monday sales continue to tempt shoppers more and more. In November 2008, the average Australian spent nearly $1500 on retail products and services. Lockdowns and the pandemic pushed online sales up to $62.3 billion in 2021, but this figure is expected to double over the next five years.

 Black Friday Article Image 2

Source: Savings.com AU 

The graph of retail expenditure shows that Australians have continued to spend more and more during November due to the increasing significance of Black Friday and Cyber Monday deals. There is also a significant consumer shift towards online shopping.

 

What Will be the Impact of COVID-19 on Black Friday and Cyber Monday 2022? 

Although the global COVID-19 pandemic has significantly reduced in-store sales opportunities, e-commerce sales have continued to show an upward trend in 2022. Online shopping has grown by 12.3% YOY, as more and more people and households spend more time on the web at home. 

In a comparison of shopping behaviours pre-COVID versus post-COVID, the pandemic has changed Australian shopper behaviours. According to a 2022 report by Australia Post:


  • Retailers such as Major and Discount Stores, Pet Products, and Athleisure achieved above-average growth in 2021 (in comparison to 2020 and 2019)
  • 81% of Australian households purchased online in 2021 – an increase of 2.4% YOY

Black Friday and Cyber Monday in 2022 are expected to break previous years' e-commerce shopping records as shoppers continue to get their Christmas holiday shopping purchases early during these events.

Black Friday Article Image 3-1

Source: Australia Post 

What Does this Mean for Affiliate Marketing Sales on Black Friday? 

With Australians spending $55.72 billion online last year, it's clear that online sales are increasingly replacing brick-and-mortar shopping. The average Australian is estimated to spend $375 during the end-of-year shopping season - which is an excellent opportunity for brands and affiliates to capitalise on. 

Here are the major trends to consider when planning to promote advertisers for Black Friday in 2022: 

E-commerce is the new in-store 

According to NAB, Australians spent more than $8 billion from Black Friday to Cyber Monday in 2021. With the pandemic paving the way for online shopping, retailers and affiliates should consider opting for online Black Friday sales events and making the most of it with promotions and offers. 

For advertisers who run online stores, consider using and reviewing tools such as Commission Factory's data feeds feature so publishers can promote products to their audiences to maximise sales revenue via different partnership types.

Shoppers are looking for free shipping 

Since online shopping comes with its own shipping challenges, 65.5% of total online orders include free shipping. 50% of Australians mentioned free shipping as a major reason for buying with a retailer, which means brands and affiliates might want to prioritise free delivery when the consumer meets a minimum spend. 

Create meaningful partnerships for a highly successful sales month 

Affiliates and brands should leverage partnerships to target the largest online shopping consumer interest they will see this year. According to an IAB Australia report, 9 in 10 online shoppers are signed up for at least one shopper rewards program.

Additionally, shoppable advertising, where consumers can make online purchases directly without leaving the website app or platform, is becoming increasingly popular. Nearly half of consumers are aware of it, and almost 20% of consumers surveyed have purchased through advertisements.

As such, brands and affiliates must form compatible advertiser-publisher partnerships that create synergy. This will help both parties deliver effective discounts, increase consumer reach, and target the right consumers this Cyber Weekend.

 

How To Increase Affiliate Sales On Black Friday

Brands and affiliates who need additional support this Black Friday should consider implementing the following strategies. Planning ahead with the right partner will improve the effectiveness of your campaign and performance, which will positively affect sales performance.

1. Plan Ahead

Media campaigns and promotions should be booked and communicated by September at the latest to ensure bookings can be secured for the busy period.   

Brands and affiliates should execute campaigns to acquire new customers during the pre-critical trading period as early as possible – thus ensuring they have a large number of visitors or member numbers to offer to advertisers. This will make their exposure propositions as appealing as possible and help them make the most of the day in terms of profits. 

For example, brands can use Commission Factory's placement marketplace feature to browse Black Friday campaign opportunities posted by affiliates. The feature allows brands to browse up-and-coming advertising placements and apply through an easy, three-step application process.

2. Carry Out Research

Before rolling out a new marketing plan, brands and affiliates should consider the analytics and insights they have from last Black Friday. Statistics can provide a bigger picture of their performance and greater insight into competitor performance. Advertisers and publishers should consider the following statistics:

  • Year-on-year Performance Analysis - Measuring the publisher's performance and identifying the aspects that worked and those that did not. 
  • Partnership Evaluation- Identifying which affiliate or advertiser partner delivered the best performances from visitors and the deals that were in place.
  • Competitive Assessment- Being aware of the offers, promotions and deals provided by other publishers and brands. 
  • Performance to date – It is not enough in 2022 to look at year-on-year; the last eight months will have bucked trends and created consumer anomalies due to the pandemic. Brands should consider these anomalies.  
  • External factors– Finally, brands and affiliates need to consider social, economic and political factors. These can affect the strategy and how the campaign is executed.  

3. Create Impactful Landing Pages

A high-quality landing page is essential for advertisers and publishers, as this is the point in the shopping journey which could influence a visitor's decision on a brand's products or service offerings.  Consider implementing good website hygiene and the best practices for creating a high-quality landing page, which will increase the likelihood of a customer placing an order. Examples of best practices include having all the necessary information ready, providing targeted recommendations, and creating a seamless cart abandon and checkout flow.

Here are some useful tips to help marketers do so: 

  • Use bold and prominent fonts to highlight the brands' deals available 
  • Display the price cut and amount of savings 
  • Provide persuasive and impactful content that answers consumer questions regarding products on offer 
  • Write and place a compelling call to action  
  • Supply readers with transparent and clear options on available deals, including shipping and payment methods 

The above tips will help deliver impactful landing pages that can inform, persuade, and convert visitors. Brands and affiliates should also leverage their social media channels to bring in more sales and amplify their potential Black Friday success.

4. Leverage Fast and Affordable Delivery 

Recent case studies have shown that Australian shoppers want more control over last-mile delivery. Click & Collect services has grown to 13.6% in 2022, largely due to shoppers' need for fast and affordable delivery. According to Australia Post, 42% of consumers think retailers could improve their delivery options, making it the second highest area of improvement behind product availability.

Hence, brands and affiliates who offer more delivery options could see more significant benefits. Every marketer should consider the customer experience, which includes express and same-day deliveries, as a way to aid revenue generation.  Besides Click & Collect, brands and affiliates can also expand their choice of courier offerings to give customers more control over their order shipment.

5. Use the Most Effective Channels 

Brands and affiliates should promote their discounts using a targeted and effective marketing strategy. Assessing a brand's or product's past performance will help to identify which advertisers' products or services they should promote. Here are some of the ways marketers can boost their sales.

  • Start posting about the Black Friday and Cyber Monday offers on all social media handles, including Facebook, Twitter, Instagram, TikTok, and more. 
  • Send customised messages about promotions to users via email to let them know about upcoming promotions 
  • Use the 'Boost' option on Facebook and similar marketing strategies on other social media platforms to highlight special offers from brands 
  • If appropriate, write impactful and engaging press releases and share them online for distribution to generate inbound links 
  • Another option is pay-per-click ads. However, brands and publishers should fully understand the cost versus benefit viability since pay-per-click ads could be a lot more expensive during the holiday shopping season 
  • Create engaging YouTube videos and Instagram reels
  • Accumulate data and analytics and generate insights for retargeting and identifying new leads 

6. Identify Popular Offers and Product Recommendations

When finalising the product promotions list, brands and affiliates should ensure they have carefully selected the best product deals and promotions available. Keep in mind that some offers may only go live for a brief period, so promotions should be continuously monitored and changed if needed to maximise their potential sales revenue. 

Another good way to promote Black Friday deals is to create a landing page dedicated to product gift guides or product guides. Consumers often have difficulty finding and deciding what products to purchase, so helping them take the stress out of the purchase process can help drive greater conversions.  

What to Do on Black Friday 

When the day arrives, here are some last-minute checks to ensure the day runs seamlessly: 

  • Ensure that all the landing pages are working smoothly  across different operating systems and devices 
  • Affiliates should test and confirm that commission rates are set up correctly – which can be done using Commission Factory's commission rules testing feature
  • Recheck the offers and promotions to ensure that visitors are not misled and will have a satisfactory user experience  
  • Continually monitor partner product pages to ensure there is stock left of the products being promoted 
  • Affiliates can monitor advertiser social media pages for any issues/changes or newsworthy content to add to the site. 
  • Keep an eye on traffic data and other analytics to see what is working and run ad hoc ad campaigns and social media posts based on those insights 
  • Ensure that all the information that visitors are looking for is available and accurate on all deals and landing pages 

Brands and affiliates should also communicate in a transparent and efficient way with their user base. This could entail marketers checking that all comments and direct messages on social media are monitored and appropriately responded to. Having an open communication channel ensures consumers can easily find answers to their questions and have any concerns addressed – which will contribute significantly to an affiliate's desired results from their campaigns.

 What to Do After Black Friday 

Once Black Friday is over, brands and affiliates should use all relevant data and analytics to prepare for Cyber Monday, which is just around the corner. The data can be used to: 

  • Analyse the effectiveness of their marketing strategies 
  • Reflect on the  strategies that were essential to successful campaigns  
  • Apply learnings from Black Friday to future campaigns 

For example, Commission Factory's custom reporting feature allows affiliates to produce bespoke reports using dimensions and filters such as advertiser vertical reports, website traffic, and data throughout specific campaign periods. This will enable them to view a deeper, more personalised insight into their Cyber Weekend campaign.

Whether you're a publisher, advertiser or agency, it's vital to stay on top of your game and benchmarking data is a useful way of assessing the health of your affiliate campaign. Check out Awin's 2022 Peak Performance Tracker which uses millions of data points from 20,000 advertisers around the world and a unique snapshot of the global affiliate industry.

Key Takeaways 

When it comes to Black Friday and the holiday season, affiliate marketers have a great opportunity to generate greater conversions with the right mix of marketing strategies. Since this opportunity only comes around once a year, brands and affiliates should consider building strong partnerships to make the most of it.  

Commission Factory is the Asia-Pacific region's largest affiliate network, working with over 800 of the world's biggest brands and affiliates. Our performance marketing platform allows advertisers and publishers to create effective campaigns, build win-win partnerships, and maximise revenue.

If you're a brand or affiliate looking to give your Cyber Weekend sales a little push this year, get in touch with us about working with Commission Factory. Alternatively, register as an affiliate or an advertiser on our platform today.

References 

  1. PwC Finds Millennials Likely to Lead Spending This Holiday Season
  2. NAB Black Friday and Cyber Monday hit an all-time high
  3. Best Black Friday Australia 2022 sales: Full list of early deals
  4. Australians spent a record $62b online – and it’s set to double
  5. Black Friday drives November retail sales to strong result
  6. Auspost 2022 eCommerce Industry Report 
  7. Data Feeds: An Essential Tool in Advertisers’ Marketing Strategy
  8. IAB Australian Ecommerce Report 2022
  9. Discovery Series: Placement Marketplace
  10. TikTok Affiliate Marketing: How to Become Tik Tok Affiliate in 2022?
  11. A Complete Guide to Facebook Affiliate Marketing
  12. 15 Key Instagram Affiliate Marketing Methods
  13. How Lovehoney Accelerated Conversions with Pay-Per-Click
  14. Commission Rules Testing: How Can this Feature Benefit Affiliates?
  15. How Custom Reporting Can Benefit Affiliates
  16. Awin 2022 Peak Performance Tracker

Did you enjoy this article? Don’t forget to share.