Your guide to maximising performance across the funnel, powered by data, partnerships, and smart placements.
Why you need a tailored Q4 strategy
Peak season isn’t confined to a single moment. From the early discovery phase in July and August through to last-minute gifting in December, astute advertisers are seeing results by starting early, maintaining visibility, and expanding into new affiliate opportunities.
Skimlinks’ data from 2024 shows:
In short, Q4 is longer, more fragmented, and full of opportunity if you know how to navigate it.
From consideration to conversion
Month | Focus | Recommended Channels |
Jul – Aug | Early discovery | Editorial tenancies, influencer campaigns, wishlist tools |
Sep | Prime planning phase | Deals & savings platforms, gifting integrations |
Oct – Nov | Peak performance | BNPL marketplaces, social flat-fee takeovers, CPC/CPA boosts |
Dec | Extended gifting | Evergreen content, retargeting on high-intent platforms |
Different countries follow different rhythms: France’s surge still peaks around Black Friday, while Germany, the US and the UK start their Q4 journey much earlier. Tailored pacing matters.
The channels that deliver and why diversification wins
Skimlinks offers access to all cohorts that matter, from inspiration to action:
- Editorial Publishers: Built for storytelling. Black Friday week in 2024 saw £97 AOV via editorial content, 11% above the yearly average.
- BNPL Platforms: Ideal for Gen Z and mobile-first audiences. These platforms drove +186% order value growth during Cyber Five and sustained a 5.8% conversion rate until Dec 22.
- Deals & Savings Platforms: Attract high-intent shoppers. 62% of consumers actively search for promotional codes before purchasing.
- Gifting & Wishlist Tools: Fuel discovery and aspiration earlier in the funnel, especially in gifting-heavy verticals like beauty and home.
Performance is mobile. Consumers are everywhere.
The journey isn’t linear anymore. 71% of Gen Z shop mobile-first, often starting on social or wishlist platforms before converting on another channel. In 2024, mobile order value surged by 41% during Cyber Five, and conversion rates jumped +19% YoY.
You need to be everywhere they are: editorial, BNPL, gifting, deals, and back again.
3 Key Takeaways for Q4 2025 Success
1. Think beyond traditional incentives
Don’t limit yourself to one commercial model. Q4 is the time to be flexible with incentives. Embrace CPC, flat-fee, CPAi, or hybrid approaches that align with your goals. The right model depends on the channel, your target outcome, and the role that publisher plays in the funnel. Whether it’s boosting awareness or driving direct conversions, customising your commercial approach can unlock stronger results across the board.
2. Optimise your publisher mix to chase conversions
Not all publisher types deliver the same value at every stage. Success in Q4 means refining your mix, pairing editorial tenancies with high-converting BNPL, wishlist, and savings partners. A blended approach ensures your brand is front-of-mind during inspiration moments and present at the point of purchase. Skimlinks’ platform makes it easy to scale across all of these touchpoints with precision.
3. Collaborate closely with your account manager
Your Skimlinks AM is your growth partner. From forecasting trends with our Q4cast tools to curating publisher lists and incentive plans, they can build a media strategy tailored to your vertical and KPIs. We’ll help you align your placements with key shopping moments and activate across the channels that matter most, so you can spend smarter and perform better.
The Skimlinks advantage
Working with Skimlinks means one contract, one AM, and access to every cohort in the affiliate universe with transparency, reporting, and vertical-level insights baked in. Whether your focus is ROAS, COS, or incremental reach, we’ve got the tools and data to deliver.
Q4 isn’t a one-week sprint. It’s a multi-channel, multi-market marathon. To win, you need to activate the full affiliate funnel.
