TL;DR: 

• Creator earnings surged 142% during October’s major sales events. 
• Mavely creators saw massive week-over-week commission growth, with creator-driven GMV increases as high as 94% during sales periods. 
• Average order value (AOV) increased by 16.7%, from $65 to $77.

October’s major sales events just revealed exactly how to maximize your holiday earnings. Commission for creators in the Mavely by Later network jumped 142% during sales periods compared to regular weeks, and creator-driven sales increased 99% per day across major retailers.

But the real story is behind individual Mavely creators who aligned their content with these sales moments and saw a huge surge in GMV and clicks:

• Hannah Franks (@hannah.is.home) saw a 94% week-over-week increase in creator-driven GMV (Check out her MyShop storefront for inspo!)
• The Teacher Freebies & Deals Facebook group saw an 85.2% increase in creator-driven GMV, nearly doubling link creation activity
• Sydney Mims (@savewithsydney) achieved an 81.51% increase in creator-driven GMV with a 180.87% jump in clicks

These creator earnings stories are proof of what happens when you understand high-intent shopping moments and create content that serves your audience during those times.

Why your commissions exploded during October sales

Here’s the key insight: while affiliate clicks grew 33% during October’s deal periods, total creator commission increased 142%. Your audiences didn’t just click more—they converted better and bought bigger carts.

Average order value jumped from $65 to $77, an increase of 16.7%. When you combine higher conversion rates with larger purchases, your commission math changes completely. You’re earning more per click because your audience shows up ready to buy, not just browse.

This is why one thoughtful gift guide or well-curated MyShop storefront will always outperform ten generic product links. Your authenticity drives conversion rates, especially during high-intent moments.

Category timing matters

Different products sell at different times, and October’s data revealed clear patterns:

Electronics dominated October. We’re talking 411% increases in daily GMV with one retailer, with some subcategories for another retailer jumping over 3,000%. People are making tech gift decisions right now, not in three weeks.

Toys showed smaller growth (69-219% depending on the retailer), signaling they’re still building toward their peak moment in late November and December.

What this means for you: If electronics, sporting goods, or home goods are your thing, your audience is ready to buy now. If you’re into toys, fashion, or beauty, you’re in awareness-building mode. Save your heavy conversion content for the week before Black Friday.

Your game plan for the next four weeks

1. Lock in brand partnerships this week

Research from Later shows 41% of creators prefer a 1-2 month lead time for partnerships, and you’re already at that threshold. Brands are booking creators right now at fair rates. Wait another week and you’ll be scrambling for whatever’s left.

When talking with brands, be real about your creative process. The brands that give you creative freedom see better performance, which benefits everyone. Make sure you understand the full campaign window so you can plan multiple posts instead of just one.

2. Think strategically about compensation

October proved that hybrid approaches work best. Make a sponsored post, then keep your affiliate link in your bio so you continue earning after the campaign ends. Consider negotiating hybrid models with a base rate plus commission bonuses when you hit certain milestones.

Remember: fewer pieces of really strong content will always generate more income than posting constantly just to post.

3. Plan content in three phases

Instead of treating Black Friday like a standalone event, think of your holiday content in three waves:

1. Pre-sale (now through November 28): Gift guides, comparison posts, deal previews. Position yourself as the trusted resource before chaos begins.
2. Sales period (November 29 – December 2): Time-sensitive posts about specific deals, limited inventory alerts, authentic “I’m buying this myself” recommendations.
3. Post-sale (December 3-9): Extended sale alerts, last-chance urgency, follow-up posts about what you actually bought. Lots of brands run deals through early December, and plenty of people are still shopping.

Planning all three phases now means your content feels cohesive instead of reactive.

Drive Q4 earnings with these October learnings

October handed you the blueprint for your biggest earning period of the year. The 142% increase in creator commission and those individual success stories prove these opportunities are real.

Your audience is already thinking about holiday purchases. Brands are already booking creators. The only question is whether you’re positioning yourself strategically or waiting for some perfect moment that doesn’t exist.

The perfect moment is right now. Let’s make this your biggest Q4 yet! Join Mavely today and start linking, sharing, and earning your way to holiday-season success.   

Methodology

This analysis draws from proprietary performance data across Later’s creator network, Mavely, during October 2025, specifically covering major retail sale events from October 4-19, 2025. The data includes aggregated, anonymized metrics from Mavely’s affiliate network, with all figures indexed to baseline periods for accurate comparison. Cross-retailer comparisons use daily averages (average GMV per day, average orders per day, average clicks per day) to ensure valid comparisons across different sale durations.

Individual creator performance examples reflect creator-driven GMV growth, comparing the week before major sales events to the week of sales events during October 2025.

Survey insights come from research conducted with 403 creators and 222 brands with more than $5 million in annual revenue running influencer marketing campaigns during October 2025.