Our partners at Rakuten Advertising just released their 2025 pre-holiday report and it’s packed with data validating a shift we’ve been managing for our clients. The key takeaway? The holiday season is more complex than ever, and a “set it and forget it” affiliate strategy is guaranteed to fail.
The report, which uses consumer surveys and historical data, highlights several critical trends. Here’s our analysis of what matters most for your affiliate program.
The Consumer Shift is Purposeful, Not Just Browsing
The most telling data point is the shift in how consumers shop. While overall e-commerce site visits are flat (down 1% YoY), app sessions have surged 13% YoY.
This confirms consumers are moving from casual web browsing to “more purposeful visits.” They open an app with a clear goal. Your affiliate strategy must align with this. Promoting app-exclusive deals and ensuring your partners are using deep links is no longer a “nice to have;” it’s a critical conversion path.
AI, Influencers, and Marketplaces
Discovery is changing rapidly. The report correctly identifies that brands need an LLM content strategy, as AI tools often source from content publishers and sites like Reddit.
This is amplified by trusted human voices. Food influencers, Beauty, and Fashion influencers are shown to have the highest impact on purchase decisions.
This data proves that your partner mix is your most powerful tool. A strategically managed program that activates content creators for AI optimization, leverages high-impact influencers, and uses marketplaces to drive conversions will win the season.
Complexity Demands Strategy
With consumers under economic pressure (42% are adjusting spending to afford gifts and 81% actively hunting for coupons), there is no room for wasted ad spend.
This report confirms our core belief: success in 2025 requires active, expert management to navigate these complex challenges. It’s about building a resilient, adaptable program that connects with purposeful shoppers, leverages new AI-driven discovery channels, and activates the right partners to drive efficient, measurable growth.
Be sure to download your copy of the report today and reach out if you have questions or need help improving your chances of success this Q4!
