Q4 Top Tips Series
This Q4, we asked members of our Client Services Team to share their top tip for helping advertisers maximise performance during the peak trading season. We first challenged them to deliver their advice in just 30 seconds (see video above), but we know many brands will want to dive a little deeper.
That’s why we’ve asked the team to expand on their insights in a series of blog articles like this one. Here’s Tip #3 from our Q4 Top Tips series, brought to you by Webgains Client Services Director Georgina Samson. Read Georgina’s blog below to find out why brand loyalty loses significance in Q4 and the focus must be on offers to ensure performance during the period.
Black Friday: Winning the Deal Driven Customer
Q4 Top Tip by Georgina Samson, Client Services Director at Webgains
For brands looking to drive traffic and sales during Q4, the period, namely Black Friday, has become a battleground of value, urgency, and visibility. As the cost of living continues, even the most loyal customers are willing to switch brands if it means getting a better deal. For advertisers, this shift presents both a challenge and an opportunity: how do you stay top-of-mind when consumers are chasing discounts, not names?
‘Black Friday has become a battleground of value, urgency, and visibility’
Visibility is Everything
During Black Friday, visibility can make or break performance. It’s not enough to have a great offer – that offer needs to be seen. That means ramping up presence across cashback platforms, voucher sites, and deal aggregators. These channels attract high-intent shoppers who are already primed to buy. They’re not browsing for fun, they’re actively choosing where to spend. By positioning your offer front and centre on these platforms, you tap into a stream of highly engaged traffic.
‘During Black Friday, your brand’s visibility can make or break your performance’
Prime content placements also play a critical role. Whether it’s homepage banners or curated gift guides, securing premium spots ensures your deals don’t get lost in the noise. Brands need to be where the shoppers are, and make their value proposition impossible to ignore.
Timing Is Key
Black Friday isn’t just a one-day event anymore. Consumers begin their holiday shopping research as early as September, and the momentum continues through December. Brands that launch early and sustain their campaigns throughout the season are more likely to capture repeat purchases and build longer-term relationships.
‘Brands that launch early and sustain their campaigns throughout the season are more likely to capture repeat purchases’
Affiliates are instrumental in this strategy. By partnering with content creators and deal publishers, brands can extend their reach and maintain visibility across multiple touchpoints. Exclusive affiliate offers – such as unique promo codes or early access deals – create a sense of insider privilege that encourages loyalty, even in a deal-driven environment.
Value Over Affection
Your messaging should emphasise savings, urgency, and exclusivity. Flash sales, limited-time offers, and countdowns all help drive action. If your position is strong enough, you won’t just retain customers, you’ll win new ones and grow your market share.
‘If your position is strong enough, you won’t just retain customers—you’ll win new ones’
If you’d like to grow your sales through the affiliate channel this Q4, please email hello@webgains.com or complete this form to get started with Webgains.
