Black Friday has evolved from a single day of discounts into a multi-week shopping season stretching from early November through December. For Brands, the challenge is clear: standing out requires more than price cuts - it takes innovation to engage, convert, and retain customers.
That’s why we created the Black Friday Den, a special edition of our TD Experts Webinar. Five pioneering Publishers - Nunami, GoWish, Twains, Gocertify, and Scalapay - each had seven minutes to pitch their cutting-edge solutions to help Brands supercharge Q4 performance.
Missed the session? No worries - watch the recording here or keep reading for our network insights and the highlights from each Publisher.
Black Friday Insights from our Network
Our colleague Gerda opened the Den with insights into shifting consumer behaviors that are redefining Q4 success:
Black Friday is no longer one day: 54% of shoppers start their purchases at least a week early.
Hybrid shopping is booming: Browsing in-store, buying online grew 70% YoY.
Engagement channels matter: Cashback, loyalty, email, and WhatsApp drove 67% YoY revenue growth in Q4.
The takeaway? New Publishers are key to shifting consumer behavior and gaining a competitive edge.
Nunami: Turning Drop-Offs into Conversions
Every Black Friday, Brands spend heavily to drive traffic - yet up to 70% of shoppers leave without purchasing. Nunami tackles this head-on with AI-powered visitor recovery pages and product recommendations.
When a shopper is about to leave, Nunami serves a branded landing page with highly relevant product suggestions, recovering up to 50% of drop-offs. Their recommendation widgets adapt in real time to browsing behavior, boosting conversion rates by up to 21% and basket sizes by 19%.
Performance-based and GDPR-compliant, Nunami offers brands a predictable uplift at the most competitive time of year - with setup in just days.
GoWish: Wishlist-Driven Commerce
GoWish has built a global community of 11+ million users who create wishlists of desired products. For Brands, this means direct access to high-intent shoppers.
The platform notifies users when a saved product drops in price or comes back in stock - turning wishlists into sales. With a strong presence in the US and Northern Europe, GoWish delivers conversion rates of 5% across its 70,000 partners.
Beyond notifications, their data dashboard gives Brands real-time insights into what products are trending, empowering smarter promotions for Q4.
Twains: Conversational AI on WhatsApp
WhatsApp is the world’s most downloaded messaging app - and Twains is transforming it into a powerful sales channel. By creating AI-driven digital Brand personas, Twains enables Brands to engage in real-time, two-way conversations with customers.
This conversational commerce model delivers 90% open rates and conversion rates up to 25%. From product discovery to post-purchase re-engagement, Twains helps Brands turn WhatsApp into a mini e-commerce site inside your customer’s pocket.
For Q4, this means personalized, scalable conversations that build stronger customer relationships - and higher conversion rates.
Gocertify: Verified Discounts for Closed Groups
Gocertify empowers Brands to run smarter Black Friday promotions by offering exclusive, verified discounts to closed groups such as students, key workers, or seniors. With 450+ global clients, their platform ensures GDPR- and CCPA-compliant verification in real time.
Brands can use these offers strategically: Early access for students, boosted discounts for key workers, or stackable offers with minimum spend to increase AOV. The results speak for themselves - some Brands saw over 2000% revenue uplift on Black Friday campaigns using Gocertify.
Gocertify demonstrates: It’s not just about discounts - it’s about building loyalty with highly engaged customer groups.
Scalapay: Beyond Buy Now, Pay Later
Scalapay is a leading Buy Now, Pay Later provider in Southern Europe, active with 10,000+ merchants and 10 million users. But they’re going beyond installment payments to become a full shopping discovery app, helping users find and finance purchases smarter.
For Black Friday, Scalapay offers Brands premium visibility through curated carousels, banners, and promotions inside their app, reaching millions of high-intent shoppers. Their expansion into AI-driven budgeting and loyalty programs means merchants can benefit from broader reach and stronger customer engagement.
In short: Scalapay helps Brands remove purchase barriers while boosting visibility during the most competitive sales season.
Bonus: Tangoo’s Black Friday Insights
Although they couldn’t join us live on the webinar, our partner at Tangoo shared their Black Friday strategy in an exclusive video. Their focus: Using the shopping peak as a full-funnel growth opportunity rather than a one-off sales push.
Tangoo combines personalized creatives, premium placements, and enriched data to reach the right audiences with the right message. By running campaigns before, during, and after Black Friday, they help Brands not only boost conversions but also acquire loyal, long-term customers.
Conclusion: Innovation is the Edge for Q4
The Black Friday Den showcased how the future of Partner Marketing lies in innovative approaches that align with modern shopping behavior.
From recovering lost visitors and activating intent, to scaling personalized conversations, rewarding key groups, and enabling smarter spending, our Publishers proved that innovation is the competitive edge Brands need to win Q4.
If you’d like to further explore how our Publishers can help make this your best Black Friday yet, get in touch with your Tradedoubler account manager or write us via our contact form.