Insider strategies for e-commerce and retail brands to win premium publisher placements during the Cyber Five and Q4 shopping surge.
As we head into Q4, retailers need a plan for their products to stand out amid furious competition. What will convince publishers to feature you in their holiday content? Skimlinks asked around and got the scoop on what top content creators are prioritizing ahead of the key holiday shopping season.
These publishers are busy — preparing gift guides, “best deals” posts and last‑minute roundup articles. So if you want to make sure your brand is featured, now’s the time to make it easy for them.
Here are five key ways to prepare for Q4 and increase your visibility with publishers during the year’s biggest sales opportunity.
1. Share promotions ASAP! (Long before Black Friday and Cyber Monday)
Don’t let internal bottlenecks jam up your affiliate offers. Let publishers know what’s coming so they can plan their content schedules. Many publishers finalize their holiday content calendars weeks in advance. If you wait until November to release your promotions, you’ll be competing against an already-confirmed plan. Instead, communicate your offers as early as possible so they can be integrated into publisher content ahead of the rush.
2. Q4 Isn’t Just About Cyber Week!
While Cyber Week often dominates the conversation in Q4, merchants should remember that it’s not the only time shoppers are actively browsing and buying. In fact, securing a meaningful share of voice during Cyber Week can be incredibly competitive and costly. That’s why it’s critical to zoom out and identify additional high-impact shopping moments throughout the quarter.
Merchants should take time to analyze their historical performance data, review internal marketing calendars, and assess the broader competitive landscape to uncover untapped or underutilized dates where they can stand out. These alternative windows may offer stronger ROI, less noise, and the flexibility to test different offers or content strategies.
3. Exclusive! Offer early‑access or pre‑sale promotions to publishers
Want to cut to the front of the line? Providing publishers with early access to your promotions, or creating exclusive deals just for their audience gives them a compelling reason to include your brand in their content. Special deals like this offer readers something timely and unique, and are sure to strengthen relationships with your top publishers.
One example, in mid summer of 2025, Liberty London launched its holiday calendar campaign with pre-sale access in mid-summer, giving publishers and influencers time to build narratives around the product well before the peak holiday period.
4. Share commissionable gift card information for inclusion in last‑minute gift round‑ups
Gift cards remain one of the most flexible and widely appreciated holiday products, particularly for last-minute shoppers. By offering commissions on providing digital gift cards to publishers, you increase your chances of being included in “last-minute gift ideas” content that sees high traffic in mid-to-late December.
Marketers are placing greater emphasis on the value of gift cards in Q4 planning. According to Mailchimp, digital gift cards are more than just a convenient option, they’re a key component of Black Friday marketing strategies and a smart, year-round solution for driving speed, flexibility, and customer engagement.
5. Send content‑friendly creative assets and messaging
Don’t just send a promo link. Send smart, plug‑and‑play content snippets that make it effortless to write about your products. Think: short blurbs calling out key deals, pre‑written promotional copy, high‑quality images or mockups, suggested headlines like “Best deals ahead of Black Friday,”. Publishers like ready-made content, especially when they’re on deadlines and juggling dozens of holiday pieces.
Want your products featured by top publishers?
Make it easy for publishers to talk about you. Be proactive, collaborative, and start pitching them early.
Any questions? Feel free to reach out, we’re here to help you win the holiday sales season!
