Q4 is the golden quarter of commerce. With shopping activity spiking across key dates like Black Friday, Singles Day, and the run-up to Christmas, preparation is essential. But different types of publishers play different roles during this period. That’s why a tailored strategy is critical to driving results.
Below, we break down what each type of publisher should be doing in the build-up to peak (September to mid-November) and during peak itself (mid-November through to December).
What this article covers
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Editorial publishers
Build-up to peak:
- Data-driven planning: Use past Q4 performance to inform 2025 content calendars. Identify top-performing merchants, verticals, and formats.
- Evergreen content refresh: Update existing buying guides, gift guides, and product roundups with 2025 links, prices, and availability. The Evergreen Report can help you discover articles that keep earning revenue month after month.
- SEO and GEO optimisation: Ensure seasonal content is indexable early (4–6 weeks pre-peak) to build authority in Google Search and LLMs.
- Early access deals: Plan coverage around pre-Black Friday events or “Early Access” drops from top retailers.
During peak:
- Real-time updates: React to price changes, flash deals, and new stock drops to keep content fresh and accurate. Skimlinks Product Key takes care of this automatically for you.
- No missed revenue: Don’t forget to keep an eye on the Broken Links Report to spot any links broken across your content (especially important on key shopping dates when stock availability can change fast), so you can update them to an alternative product or merchant – no missed revenue opportunities here!
- Content clustering: Interlink related guides (e.g. “Best tech gifts” → “Top headphones under £100”) to increase dwell time and conversion.
- Amplification: Check which content is getting the most interest through the Real Time Clicks Report to push these across newsletters and social media; paid boosts can help extend reach.
Buy now, pay later
Build-up to peak:
- Tech in check: Automatically monetise merchant placements and storefronts, and power product offers and content with Product Key.
- Instalment messaging: Begin positioning the benefits of BNPL for big-ticket items, such as electronics, homeware, and fashion, with “as low as £x/month” hooks.
During peak:
- Finance-focused gifting: Promote BNPL as a way to manage Christmas budgets. Highlight payment flexibility at the point of sale.
- Last-minute buys: Push “Buy Now, Receive in Time” messaging close to shipping cut-offs. Pair this with BNPL messaging to help close sales.
Gifting & Wishlists
Build-up to peak:
- Encourage early engagement: Prompt users to save products early. This drives retargeting and conversions later. Skimlinks Product Key can suggest related products or alternative merchants to help users get the best price for the perfect gift.
- Segmented collections: Curate by audience and budget to help overwhelmed shoppers. Using our Trending Product Report and Forecasting tools, you can identify high-converting product trends to promote to users.
- Email capture: Promote wishlist creation in exchange for early access or exclusive offers.
During peak:
- Personalisation: Dynamically serve relevant gifting suggestions based on browsing and wishlist activity.
- Urgency messaging: “Only X left” or “Order by Dec X for delivery” helps convert last-minute gifters. Skimlinks Product Key can automatically populate on your platform when a product price drops, which is great for users using a wishlist to save for later.
- Retargeting: Use wishlist data for cart recovery and gift reminder emails as Q4 progresses.
Deals platforms
Build-up to peak:
- Merchant coordination: Align with your AM to secure exclusive codes and early deals. Brands are more likely to offer exclusives pre-Black Friday.
- SEO and GEO seeding: Create and rank voucher pages well in advance, especially for major retailers and high-intent terms like “Brand + discount code.”
- Email prep: Plan segmented sends around early offers, tease major savings events, and promote daily deal countdowns.
During peak:
- Live coverage: Run real-time deal updates during peak days (especially Black Friday weekend). The Skimlinks Trending Products Report gives insights into the latest trends, updated hourly.
- Conversion tools: Use overlays, pop-ups, and timers to drive FOMO (fear of missing out) and nudge toward action.
Key dates to anchor your strategy
Final tips for all publishers
To make this your most profitable Q4 ever, follow these essential tips:
Start early, win early: Don’t wait until October. Shoppers are researching as early as July, so get your content live well in advance to capture those early-bird clicks and build authority.
Test and learn: Use pre-Q4 moments like Singles Day to A/B test different formats, copy, and targeting. Use our revenue report builder to see what works and refine your strategy before the peak rush.
Optimise in real time: During the peak season, review your performance daily using the Skimlinks performance reports. This allows you to quickly adjust your top-performing content and seize every conversion opportunity.
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