Big Lots has launched a new affiliate program, partnering with impact.com to expand its creator and publisher relationships. 

The program aims to capitalize on Big Lots’s popularity among bargain-focused social media influencers and content creators.

The initiative allows selected partners to share time-limited closeout deals and promotions with their audiences, earning commissions on sales through the company’s website. 

This move builds on Big Lots’ current social media influencer and ambassador program, which has generated hundreds of new image and video assets and tens of millions of impressions.

“Introducing this new affiliate program is a natural progression for us in expanding our connections with bargain-savvy creators and publishers, as well as their online communities,” said Bruce Thorn, President & CEO of Big Lots, in a news release.

According to Big Lots, influencer content has driven higher site conversion rates, email clickthrough rates, and a better ad spend return than brand-generated content alone. The company sees the affiliate program as a way to engage more frequently with consumers in their preferred online spaces.

“Today’s consumer seeks trusted advice and authenticity when shopping for products they want to buy, and we see tremendous potential in Big Lots’ new affiliate program to reach new audiences and generate incremental value,” stated Cristy Garcia, CMO at impact.com.

Big Lots’ affiliate program comes as retailers increasingly leverage creator partnerships and affiliate marketing to drive sales and engage with consumers in digital spaces.

In May, Walmart launched an immersive online shopping platform called Walmart Realm. It featured virtual shops curated by influencers and inspired by social trends. The company said it was betting on immersive commerce and helping define the future of online shopping for retail.

According to a recent study, zillennials (consumers born between 1991 and 1999) strongly prefer online shopping; 37% prefer to shop for retail products exclusively online, surpassing Gen Z (34%) and millennials (34%). 

Conversely, zillennials were the least likely to prefer in-person retail shopping, at 29%, compared to 32% for Gen Z and millennials.