In two weeks, it'll officially be Invincible Summer's six year blog anniversary! And gosh, what a wild ride this year has been, albeit for reasons completely unrelated to keeping this blog. Back in May, when I wrote my belated "blogiversary" post for 2019, I was still cautiously optimistic that NYC might be able to return to mostly normal life with face masks and other precautions within a few more months. Unfortunately, that hope did not pan out long-term, as things are trending badly again here. The 2020 US presidential election did come out the way I wanted - thank goodness for that! - denying Trump a second term, but his team seems determined to do all they can to try and burn down our democratic system on their way out the door.
As always, I remain deeply grateful to all of you for reading here. It's been difficult to know what to say this year, especially because my normal wheelhouse as a writer is shopping; overthinking everything to do with my purchases and wardrobe; and my own personal finance management, all very navel-gazing topics that simply aren't important in light of everything that's happened in 2020. But I'm happy you're here, and I hope I've also been able to offer you something with my writing here at Invincible Summer.
There's been one big, important change when it comes to my blog income disclosures: In November, I opted in to the Shopstyle Cost per Acquisition ("CPA") model, so I'm no longer getting a flat rate of a few cents per click on my Shopstyle affiliate links. Instead, I will earn a commission, at a percentage negotiated between the retailer and Shopstyle, from actual sales resulting from use of my links, at no extra cost to you as the shopper.
When Shopstyle first introduced CPA sometime in 2018, they originally said they'd force all users to switch by sometime in 2019, although that never ended up happening. But it seemed clear to me Shopstyle would eventually phase out their original Pay Per Click ("PPC") model; they'd stopped recalculating my commission rate every quarter like they used to - I spent roughly a year at $0.06/click before my rate was dropped to $0.05/click this June - and their new announcements and tools all seemed focused on CPA. So I figured it was time to lean in voluntarily to the change, rather than to be quietly transitioned with minimal notice at some unknown time in the future.
I've felt nervous about this switch. I'd liked earning a flat rate on every click regardless of whether anyone ever made a purchase, it felt... neater, I guess. When my compensation is tied directly to someone's purchases, I feel more responsibility for how those purchases turn out. It's important to me that I don't let the switch to CPA change how I write about products, I'll continue to be completely honest about how I feel about products I've personally tried. I'm also personally committed to not letting CPA change how often I mention products I haven't tried, but that have caught my eye or interest.
I think I'm helped in my efforts to not let the CPA model affect how I write by how small this blog is, and how few sales are historically made through my blog. From the limited Shopstyle tracking data available to me when I was on PPC, there's a lot of randomness to how many sales occur - or not - in a particular month, and I think it's averaged out over the years to something a little less than two sales a month. (Keeping in mind how affiliate link tracking cookies work: The most recent blogger or other influencer whose links for a specific retailer a shopper clicked will get the "credit" for resulting sales, if any. Tracking may remain active for a period of either a few days or weeks, depending on the affiliate link platform or retailer. My understanding is that cash back program cookies like from Ebates/Rakuten or Jewel may also "cancel out" affiliate link cookies, and I highly encourage everyone to use cash back programs to their own benefit when that's an option.) Furthermore, it appears that the vast majority of my sales are L.L. Bean boot or J.Crew sweater blazer-related, rather than anything resulting from newer posts.
But because CPA commissions are based on a percentage of sales rather than a flat few cents per click, I think my total Shopstyle compensation will likely increase - at least slightly - even with all that randomness to whether and when sales are made through my blog. Before the pandemic, I would have been confident that my compensation would increase by a significant margin over the ~$15/month PPC commissions I used to earn, but because of the pandemic I believe many retailers have cut commission rates. (My PPC earnings also decreased to ~$5 to $7/month for a time, mostly because Ann Taylor and J.Crew briefly left Shopstyle, probably due to their bankruptcy restructurings.) So now I don't feel like I can make a reliable educated guess.
Before jumping in to specific 2020 numbers, a quick note about taxes. As far as I can tell when entering the relevant numbers into Turbotax each year, I pay my marginal tax rate of ~40%+ on my blog-related income, which I continue to report on a Schedule C-EZ. To date, I still have not made enough from this blog in one year from any single source to receive any 1099s for blog-related income. (This is not to be taken as legal advice about the tax implications of blog-related income.)
Please follow the link below for a detailed 2020 blog income report. Thank you again for your support of Invincible Summer all this time!