“By failing to prepare, you are preparing to fail.”
— Benjamin Franklin
We’ve talked about zombie programs.
We’ve talked about diversity in affiliates.
Now it’s time to get tactical—because Q4 is around the corner.
And if you don’t have your agency or team already driving placements, recruiting partners, and negotiating rates, you’re already behind.
Why Q4 Matters So Much
Affiliate isn’t evenly distributed throughout the year.
In fact, studies show that 30–40% of annual affiliate revenue happens in Q4.
- According to Awin, sales in November alone account for nearly 20% of total annual affiliate sales.
- Rakuten’s network data shows that affiliate-driven sales increase by 50%+ during Cyber Week.
- And eMarketer projects U.S. holiday eCommerce sales will hit over $1.3 trillion in 2025, with affiliate continuing to play a critical role in that growth.
That means the next 90 days can make or break your program.
The good news? There’s still time to line things up.
The bad news? If your agency isn’t already securing placements, booking media, and recruiting partners—your program could be leaving six or seven figures on the table.
From the Trenches: What Q4 Prep Should Look Like
Here’s what we do for clients heading into Q4:
- Negotiate placements now: Waiting until November is too late. Inventory gets bought up fast.
- Recruit seasonal partners: Gift guides, review sites, deal publishers, and creators thrive in Q4.
- Coordinate cross-channel messaging: Your affiliate promotions need to match what’s happening in paid, email, and onsite.
- Audit tracking: Nothing is worse than a broken pixel in Cyber Week.
- Plan tiered commission bumps: Reward affiliates who over-deliver in peak season.
Q4 is not the time for passive management. It’s the time for aggressive execution.
Your Weekly Chaos Challenge
Ask your agency—or your internal team:
What’s our Q4 affiliate placement plan, and which partners are already booked?
If you don’t get a clear, detailed answer, that’s your red flag.
Special Announcement: Speaking at IPX Shanghai
Next week, on September 4, 2025, I’ll be on stage at the Impact.com IPX event in Shanghai for a very special fireside chat with Jennifer Zhang, and hosted by John Huang.
I’ll be talking about:
- Bringing international brands into the U.S. market
- The nuances and complexities of U.S. affiliate and eCommerce
- Why having a local agency like Chief of Chaos matters
- And how to leverage the Impact.com platform to scale effectively
If you’re attending IPX, I’d love to connect. Shoot me a message and let’s set up time.
Final Thought
Affiliate is not about sitting back and hoping traffic converts.
It’s about planning ahead, securing opportunities, and building systems that capitalize on the moments that matter most.
Q4 is one of those moments.
Prepare now, or risk missing the biggest quarter of the year.
—Matt Frary
Chief of Chaos
