5 Latest Trends in Influencer Marketing Boosting Black Friday Sales

For e-commerce, the hot season is in full bloom. Typically, you can notice spikes in your website traffic or sales without much effort, and the affiliate marketing sector mirrors this industry. Have you ever wondered how to stand out in e-commerce during the holiday season when every website is overflowing with “special occasions”?

November marks the start of a perfect storm for U.S. sales with events like Veterans Day, Thanksgiving, and Black Friday. In 2024 consumer expectations are high. Let’s take a look at how to use affiliate and influencer marketing trends to match their expectations. 

Did you know that 7.5% of all global Black Friday sales in 2023 were inspired by influencers? 

Beyond the obvious choices like Instagram, Facebook, and YouTube, you should also look to the fastest-growing platforms in terms of monetization potential. As ConvertSocial’s insights show, platforms like Telegram and TikTok are growing radically, with Black Friday sales up 45% and 29%, respectively, compared to ordinary periods. By incorporating these platforms into your affiliate campaigns, you can engage younger, tech-savvy audiences who respond well to dynamic, interactive content.

Facebook is also far from dead. Even though the number of users on Facebook hasn’t grown significantly in recent years, it continues to generate substantial profits through affiliates. Over 20% of global influencer profits on November sales last year came from Facebook opinion leaders and group owners.

One interesting change is the rise of X influencers among top earners. In November, X influencers captured over 10% of total publisher profits—a trend set to strengthen, as X influencer profits have already risen by 12% in 2024.

What categories are driving sales in the holiday season?

Fashion still leads as the top category for influencers during Black Friday, generating 26% of all influencer-driven profits, followed by electronics at 20%. Financial services and home & garden products contribute 11% and 10%, while personal care and beauty add 7%. Other categories, including children’s goods, sports items, and automobile parts & accessories, bring in 5% to 6% of profits, with tools rounding out the list at 4%. In the U.S., online services and gaming also capture 8% of influencer revenue during autumn sales.

These results show how the economic situation impacts the advertising landscape. Influencers and customers look for affordable options to secure their finances. On the other hand, investing in electronics and home and garden gear remains consistent over the years, as people still wait to make bigger purchases during the holiday season.  

Treat influencers like professionals, use employee advocacy 

E-commerce owners who clearly outline campaign goals and give influencers creative freedom often see higher engagement rates. Influencers aren’t just “talking heads”—they’re trusted voices within their communities. Engaging with them thoughtfully can turn their audiences into repeat customers who trust your brand. Avoid limiting influencers’ promotional methods, as they know their craft best.

For instance, leaders like Microsoft’s Satya Nadella have built immense trust with their audiences by being transparent and communicative. Think of your influencer relationships similarly: the more trust and respect you build, the better your chances of standing out in the crowded November sales.