Our partners at Impact.com recently released a fantastic article packed with consumer insights for the 2025 holiday shopping season, and the data confirms a shift we’ve been tracking for years: the Black Friday “day” is long gone. It’s been replaced by a months-long journey of research, discovery, and strategic purchasing.
Here are the key takeaways from their research:
- The Holiday Season Starts NOW: The idea of a last-minute holiday rush is officially outdated. 75% of consumers start their holiday shopping research before mid-November, with nearly a third starting as early as September.
- Shoppers Do Their Homework: Consumers are diligent, consulting an average of three to four sources before making a purchase. The most trusted source? Expert content (59%) like product reviews, gift guides, and online articles.
- Deals Still Matter, But Shipping Rules: While discounts are expected, the most sought-after deal is free and reliable shipping (68%). This highlights that the overall customer experience is just as important as the price tag.
- Creators are Critical: With expert content being the top resource for shoppers, the value of authentic creators, influencers, and content publishers has never been higher. They are the trusted voices guiding purchasing decisions.
Why This Data Validates a Strategic Approach
What’s our take on all this? Honestly, it’s a resounding confirmation that a strategically managed, diverse affiliate program is no longer optional, it’s the core of a successful holiday season.
This data isn’t revealing a new secret; it’s providing powerful validation for the strategic principles we’ve championed for years.
- The Affiliate Funnel IS the Holiday Funnel: With consumers starting research months in advance and consulting multiple sources, your affiliate partners are your front line. Top-of-funnel content partners and reviewers are introducing your brand to consumers in September and October, while loyalty and deal partners are helping close the sale in November. A successful program manages the entire journey, not just the last click.
- Partnership is the New Gatekeeper: The report proves that consumers trust authentic voices far more than traditional ads. Your brand’s success hinges on your ability to build strong relationships with content creators who genuinely connect with their audience. This isn’t about just activating hundreds of affiliates; it’s about empowering the right partners to tell your brand’s story effectively.
- Strategy Bests Reaction: The era of simply launching a big Black Friday discount and hoping for the best is over. The data shows you need a staggered, full-season promotional strategy that aligns with how consumers actually shop. This requires foresight, planning, and the ability to use data to make smart decisions—which is exactly where expert program management becomes a brand’s most valuable asset.
Ultimately, Impact.com’s research provides a clear blueprint for success: start early, build authentic partnerships, and manage the entire customer journey with a strategic, data-driven approach.
