Awin Partner Top 10s - Our Best Black Friday Performers

This time last year, we celebrated 10 partners on Awin’s affiliate platform that were able to do something better than over one million others.  

The corresponding list of top Black Friday performers celebrated the highest achievers in several key areas. Among the headline grabbers were: 

• Best sales performance: TopCashback  
• Best traffic driver: LTK 
• Best ROI: Increasingly 
• Highest share of smartphone sales: The Sole Supplier 

Now heading for Black Friday 2025, we’ve refreshed our list with a look at the top performers from last year. If you need to lean on their expertise, we’ll link you straight to their Awin profiles. 

If you’re a current Awin advertiser, click on the affiliate’s ID to access their profile page on the Awin platform. Or click the affiliate’s name to reach their website.  

Best sales performance – TopCashback, UK (57697) 

UK cashback publisher TopCashback topped the tables for both sales and revenue on Black Friday 2024 for the second year in a row. Once again, high participation from electronics and health & beauty retailers encouraged shoppers to pass by TopCashback and reduce the outlay on their purchases. 

Department stores were also a popular choice for TopCashback visitors, much like they were in 2023. But one area of growing significance is sportswear, where Black Friday sales were up 10% year on year in 2024.   

Single biggest cashback payment – PAYBACK GmbH, DE (426667) 

On Black Friday 2023, iGraal made the single biggest cashback payment on Awin’s platform, paying out $1,834 for a purchase on Samsung’s FR site. It was the sort of figure we felt would stand the test of time, until PAYBACK GmbH paid out $3,194 in 2024. 

The purchase in question was at Mein Schiff (part of the TUI Group) for a 67-day cruise from Germany to Hong Kong valued at $37,459. It goes to show that regardless of their budget, Black Friday shoppers will look to the same tried-and-trusted channels and partners to save money. 

What’s also interesting is that Mein Schiff’s cruise was also Awin’s biggest tracked sale from Black Friday 2024. It’s rare for one advertiser to claim both the top sale and cashback payouts given the typically low rates on high-value purchases. Getting over 8% cashback on purchases of this size is rare, but travel operators have been known to offer flash rates to increase demand for certain trips. 

Best influencer – Sophie Hinchcliffe, UK (525273) 

The title of best Black Friday influencer for 2024 goes to Sophie Hinchcliffe, aka Mrs Hinch, whose Instagram account (@mrshinchhome) has amassed nearly five million followers. Sophie’s content is centered around all things home and family, but many know her for spearheading Britain’s “cleanfluencing” revolution. 

A Sunday Times Bestseller, much-celebrated podcaster, and frequent brand collaborator, Sophie showed her versatility by driving more sales than any other influencer on our platform last Black Friday.      

Most app-based sales – LTK, Global (136348)  

One of our predictions for Black Friday 2025 is that the Awin advertisers that upgraded to mobile app tracking following our Conversion Protection Initiative will now see the true impact of social-focused partners.  

The logic is that in-app shopping is far more prevalent in younger audiences. And with influencers generally attracting a younger demographic, brands with enhanced visibility over their app-based conversions should expect to see a healthy contribution from any creators on their program.  

If that wasn’t enough to cement our prediction, we found that influencer platform LTK drove the most app-based sales last Black Friday. Over one third (37%) of transactions assisted by LTK creators were completed in a shoppable app, likely starting on other apps like Instagram and TikTok.   

Global superstar – Redbrain, EU (176013) 

While most advertisers’ top partner lists look different from market to market, we’d imagine Redbrain is a recurring feature. As well as being an Awin top 10 comparison shopping service (CSS), the partner also claims our Black Friday title for ‘global superstar’ after a consistently high performance in multiple European markets.  

It’s worth keeping an eye on CSS partners like Redbrain this Black Friday following some eye-catching headlines related to one of their key battlegrounds, Google Shopping. Not only has Google rolled out AI Mode for a more visual Shopping experience, but one of the world’s biggest paid-media investors, Amazon, has paused spend on the platform in the US.    

Fastest-growing Black Friday partner – Capital One, US (301377) 

An impressive +188% sales growth and +48% increase in revenue are enough to declare Capital One as Awin’s fastest-growing Black Friday partner.  

Its card-linked offers and cashback rates were a major hit with shoppers over Black Friday 2024, with department stores (+305%), clothing (+42%), and health & beauty retailers (+55%) each fueling and benefiting from a major uptick in performance. 

Recently shortlisted for a GPMA award for its collaboraiton with Etsy and Awin in the US, this is a partner whose efforts are increasingly making an impact. 

Biggest solo converter – Dealmoon, US (155506)  

Awin’s Funnel Reports help you spot where publishers interact with customers over the course of their journey. That insight and attribution is crucial over major sales events like Black Friday, where shoppers jump from touchpoint to touchpoint in search of a deal. 

Top, mid, and bottom-funnel partners each have their strengths. As do solo publishers, which convert customers without any further assistance.  

The US site of coupon publisher Dealmoon (a social shopping community for Chinese expats) showcased its authority last Black Friday, recording the most cases of a shopper heading to its site, finding a code, and completing their transaction without any other affiliates being involved.   

Highest conversion rate – @40plusnotgivingupyet, UK (522273) 

Process this, retailers. While you consider all the steps you can take to bump your 3.1% conversion rate up to 3.2%, over three-quarters (78%) of visitors referred by UK-based Instagram content creator Helen Brookes - aka @40plusnotgivingupyet - during Black Friday 2024 resulted in a sale.  

It’s the sort of revelation that demonstrates the conversion-driving acumen of influencers. No longer just hype machines and awareness drivers, their authenticity, trustworthiness, and knowledge of customer journeys are now translating to sales. 

Helen previously featured in Awin’s list of Top 10 Creators for Fashion Brands, but it was her performances in the health & beauty sub-sector that largely contributed to her CVR crown on Black Friday last year.  

Biggest assister – LTK, Global (136348)  

Influencer platform LTK makes our list for the second time by initiating the highest amount of transactions. While some creators have earned their place at the bottom of the funnel, 74% of LTK’s transactions see an influencer interacting with customers in the first tracked step of their journey.  

Given that 24% of brands use influencer marketing to reach new audiences and build visibility, it’s no wonder we’re seeing a creator network like LTK positioned high up in the purchase funnel. 

Highest AOV – Kayak Europe, EU (299409) 

Given the high cost of flights, accommodation, and - as we learned earlier - cruises (worth every cent, by the way), travel publishers were always going to duke it out for the highest average order value (AOV). 

First place goes to Kayak Europe, which beats last year’s holder Skyscanner with an average transaction value of $842 vs. $766. Both make our network average of $135 look like pocket change. 

 

Interested to see which partner types, markets, and sub-sectors are performing in Q4? View Awin’s Peak Tracker.