Blogging During a Pandemic: 2020 Recap

Blogging During a Pandemic: 2020 Recap

In all my 15 years of blogging through government shutdowns, retail scandals, me breaking my arm twice, having a baby, getting promoted at work right when my blog went viral, and much more, I don’t think any year has been more difficult in this career than 2020. That being said, this was the most profitable year to date with Wardrobe Oxygen.

Blogging During a Pandemic When It's Your Full-Time Job

Below I will share what brought in income to my blog and social media, as well as the good, bad, and ugly of blogging during a pandemic.

About my Blogging Business

I began my blog in 2005 and began monetizing not long after that. In 2010 I made a decision to treat Wardrobe Oxygen no longer like a hobby that made some pocket change, but a part-time job. At the end of 2017, after a few years of my blog income surpassing my full-time career in Corporate America, I quit my day job to focus on Wardrobe Oxygen full-time.

The reason I quit my day job wasn’t to have more time to make more money and become some sort of mogul. Instead, I did it to have a better quality of life. I am careful with the paid brand partnerships I enter into (though I still make mistakes) so that I maintain a quality of life and get paid appropriately for the time, effort, and possible financial investment for each campaign. This will never make me a millionaire, but it’s the lifestyle I wish to lead.

Wardrobe Oxygen’s primary stream of income and my “baby” of this brand is the blog. This is where I put forth my most effort, where I am most comfortable, and what I enjoy most from this job. However, in recent years, especially this year, social media, especially Instagram, has become a major income stream for paid brand partnerships as well as swipe-ups in Instagram Stories with affiliate links.

You may also like: how blogs and influencers make money

2020 Income Recap: Five Streams of Income and How They Performed

I had five streams of income in 2020 for Wardrobe Oxygen: affiliate (commission from sales), sponsored content (sponsored blog posts, Instagram Stories and in-feed posts, Facebook posts, etc.), ad revenue (the ads that you see here on the blog in articles, in the sidebar, and the footer), freelance (writing for other sites), and donations. To learn more about how blogs make money, click this link.

Blog Income 2020
How I made money blogging during a pandemic. Freelance: 0.6%, Donations 0.8%, Ads 21.8%, Sponsored content 33.2%, Affiliate links 43.6%

#1: Affiliate Income

Ever since Wardrobe Oxygen had multiple streams of income, the most came from affiliate. I like that it’s affiliate, it means you read what I wrote (I began blogging to write, not to model) and you trust my opinions. I work hard to earn and maintain your trust, and I think high affiliate income, especially from the blog, proves I am doing a good job.

I use a variety of programs for affiliate links. Some like rewardStyle (that's the company that does LikeToKnowIt to shop looks on Instagram) and ShopStyle Collective (the biggest competitor to rewardStyle) you may be familiar with, others are much smaller.

This year I helped a lot of small businesses create an affiliate program, preferring to make a commission on sales than having them pay me without knowing if there would be an ROI.

This year a lot of brands changed affiliate programs, looking for one where they got a bigger profit or better analytics. A lot of brands also shut down their affiliate programs or reduced the commission to near nothing or nothing due to the ‘demic. Both of these made for a lot of behind the scenes work of replacing links in years' worth of content and sometimes replacing them again. Also some of the affiliate programs that shut down never paid what I earned before the ‘demic. While I did better for affiliate this year, it's a bit nauseating to think what I could have made if commissions didn't change or if brands actually paid me what I earned.

#2: Sponsored Content

The next biggest income stream is sponsored content. This year I focused on quality, not quantity partners, choosing to work with the same brands multiple times rather than lots of different brands. This is smart for a few reasons:

  1. By showing the same brand multiple times, you understand that I am invested in it. This isn’t a quick photo for a buck, this is a relationship and I am making a choice to be associated with this brand. You are more likely to trust me if I work with the same brand over and over, and I am better able to offer detailed feedback on their product from using or wearing it over and over.
  2. I am able to get more money from the brand because they know I am invested. They know me, my style, my audience, and they’ve seen from past campaigns what sorts of results they’ll get from me. I can then do fewer campaigns for the same amount of money which is a higher quality of life while also being a more authentic and trustworthy blogger.
  3. It makes my life easier. Honestly, when it’s a brand I know and love, it’s not as hard to figure out what to do for a shoot, reviews flow from my fingers, and the whole process is way more fun. With new brands, there are usually a lot of rules and guidelines and it’s stressful. Will they like the content? Will they “get” me and the Wardrobe Oxygen audience? Will I have to chase them down for payment? I feel more authentic and creative when I’m working for a brand I already know, love, and trust.

Every year, I have campaigns I regretted doing. They were difficult, a bad fit, I didn't get paid enough. This year I had far fewer regrets. I did partner with some new-to-me brands, but none of them were as big of a regret as ones I did in years past.

#3: Ad Revenue

mediavine ads
Examples of ads on Wardrobe Oxygen via Mediavine

I am a member of the Mediavine ad network, which is the company that shows the ads you see between paragraphs, in the sidebar, and the footer of the website. I have been part of Mediavine for a few years now and it has been quite lucrative while having fewer annoying ads (pop-ups, audio, flashing, covering images) than other ad networks I was a part of in the past.

pubexchange ads what they look like
What PubExchange ads look like on my blog

At the end of the year I joined PubExchange, which is another ad network. At the bottom of articles on Wardrobe Oxygen you will see a widget suggesting articles on other sites. All of those sites are also part of PubExchange. A few will pay a couple of pennies if their site is shown in the widget and you click on it.

This doesn’t make me a lot of money at all, but it shows my articles on other sites and has increased traffic to Wardrobe Oxygen this year, which is also a good thing. It hasn't been long enough for me to see if this is something I'll keep up or if I may retire in 2021.

#4: Donations

Over the years, many have asked how to support my site without having to click links. I have always said traffic and engagement. Traffic to the site means ad revenue, even if you don’t click on a single link. Leaving comments, liking my social media posts, sharing my content – this shows brands that I am a valuable person to partner with because I have an engaged audience.

But this year has been a weird one. When the ‘demic started my affiliate income dropped like a lead balloon. I also had a few sponsored opportunities canceled and some brands dropped their rates for paid opportunities. This spring, I was concerned about my business and so were many of you.

buy me a coffee wardrobe oxygen
My Buy Me a Coffee Page

An industry expert I follow had Buy Me a Coffee in her newsletter. I thought it genius. While I respect her and get so much insight and inspiration from her, I can’t afford her course. Instead, I bought her a few virtual cups of coffee in thanks. I added Buy Me a Coffee to the sidebar of this site. I also had followers who knew my accounts send me donations via Venmo and PayPal.

It felt really weird to accept donations, but it really helped for the tough months this year, and when I had good months, I was able to then give back. Every organization featured in How to Help in Wardrobe Oxygen’s Weekend Reads received a donation and I was able to do that in big part to these donations.

#5: Freelance

This category is usually freelance and speaking engagements and at the beginning of 2020, it looked as though this would be a pretty substantial income stream.

I was scheduled to speak at two different conferences and had two other discussions happening for paid speaking opportunities. All canceled thanks to the ‘demic. I also was right at the contract point of having a monthly writing gig when lockdown happened. I had a few other opportunities this year for freelance content fall through thanks to the uncertainty of this year.

alison gary the plum online
One of the freelance projects I was paid for in 2020 was this piece for The Plum that was published at the end of 2019

Freelance work sometimes has my byline on it, sometimes not. Sometimes it’s writing an article, sometimes it’s consulting for a brand. It really varies, and I know is a lucrative category for many influencers. However, I don’t usually focus too much on it because I would always rather write and invest my time in Wardrobe Oxygen than another brand.

2020: Where Was the Money Made?

A decade ago, 99% of any money I made was from the blog. Social media was just starting to be a thing, and most paid opportunities were on Twitter, doing sponsored tweets or participating in/hosting Twitter parties.

Now, Instagram is so big that many influencers have let their websites collect dust (or never created one) and just make all their on the ‘gram through sponsored content, LikeToKnowIt, and Story swipe-ups. TikTok became HUGE this year and I know many who just joined this year and still made tens of thousands on the platform. And while Facebook isn’t what it used to be, Groups became the safe spaces of the platform, and many influencer friends found Facebook Groups to be a major income stream in 2020.

Business Breakdown 2020
What channels made me the most money blogging during a pandemic Instagram 26.3%, Blog 67.8%, Facebook 5.2%, Other 0.7%

For 2020, things were about the same for me as previous years. My focus and income came primarily from the blog itself through sponsored posts, affiliate links, and ad revenue. My traffic dropped at the beginning of the year, but by the end of 2020 I was exceeding the traffic from the same time in 2019. I had fewer sponsored posts on the site, but more ad revenue and an increase in affiliate revenue.

A little over a quarter of my revenue came from Instagram, which was primarily sponsored content and a portion from swipe-ups. My Instagram Story traffic increased over the year and Instagram became a separate audience from the blog, with different demographics and different desires. I don’t like LikeToKnowIt but tried using it pretty consistently this summer to see if I was missing out or not offering a service you desired. Nope, didn’t make enough from it to justify continuing. However, I found that when I shared affiliate links as swipe-ups on Instagram Stories, they often did extremely well, sometimes better than on the blog. I found success with quality, not quantity. No need to swipe up to every little thing, but when I had several people ask about an item (which I shared with Buzzfeed this year), I took it as justification to swipe up and it proved beneficial.

Some brands still saw value in Facebook and paid for sponsored content to be on my page. More saw value in my Facebook group, but I refused any paid content for that group so I could keep it a safe and trusting space. However, I do discuss the business of blogging in that group a lot and often share my affiliate links and codes and invite members to use them if they planned on shopping from that retailer anyway. Members also have shared my affiliate links or links to articles from the blog that have affiliate links and I did see income come from there too.

Other is freelance work, the occasional clicked link on Twitter or YouTube, the random stuff not on the major platforms.

2021 Income Goals

I don’t really have any goals for 2021. This year was constantly changing, it was impossible to set goals because you had no idea what tomorrow held. We aren’t going to wake up January 1st to a transformed world so I don’t feel secure in making true goals. I just want to make at least one dollar more in 2021 than I did in 2020 without additional stress or chaos, that will be success.

The only thing I am doing in 2021 is working with a company that will help me secure paid sponsored opportunities. I suck at pitching, and this year made me realize some of the brands I worked with are no longer a good fit for my ethics, my audience, or my real life. I hope this will increase income while not taking me away from creating the content I enjoy most and without having me partnering with a bunch of different brands that may or may not be a good fit.

I do plan on being better with using Instagram, but without sacrificing the blog. I can no longer assume that those who read the blog are on Instagram or vice versa. The Instagram audience deserves to know when a blog post is live, know where I got that sweater, and get consistent content just as blog readers do. This is a challenge for me; Instagram is a completely different mindset from sitting on my couch in my pajamas whipping out a blog post. But I know the platform isn’t going away any time soon and 2020 proved it is a valuable platform for my business.

Otherwise… we’ll see how this year goes. No major plans, no major goals, just want to be better and do better in all aspects of life, including Wardrobe Oxygen.

Business Lessons Learned in 2020

More Isn’t Better

I have always been proud of blogging consistently for 15 years. This June was my 15th blog anniversary and I was hoping to have a party to celebrate. I’m kind of glad that the ‘demic killed those plans because this year I felt that the length of time I have blogged isn’t the achievement, it’s constantly pivoting and improving that is success.

This year, I deleted hundreds of old blog posts on Wardrobe Oxygen that just didn’t provide value. The images were hosted somewhere that no longer hosts photos and they didn’t show any more. The content was meh (I had a lot of years where I just rambled about nothing just to post each day), or the content didn’t fit who I and Wardrobe Oxygen are now. I also did it with my life, performing closet cleanouts, gutting file cabinets and bookcases, donating what I don’t need and opening space to appreciate what I really need and love. It was freeing to cut out the excess, and I plan to do more of this in the coming year.  

This year, I gave myself grace and didn’t expect to have fresh content six days a week. I decided as long as I did three times a week, it was going to be okay. And if a week had even less, it would be fine. This freedom let me spend more time on content that needed more research or time to craft, and let me rest when I was overwhelmed. Because this year was hella overwhelming.

This year, I also updated old content instead of creating new content. I looked at my best-performing blog posts and went in and updated them for 2020. Some, I just fixed broken links and added fresh images. Others, I rewote the entire post to fit my 2020 beliefs on style and shopping.

how to style faux leather leggings
How to style faux leather leggings: This is a post I wrote over a year ago but updated in 2020 with new styling ideas, new links, and new brands on the scene.

From an SEO (search engine optimization, AKA showing up on Google when someone searches) standpoint, this was good business. This made these blog posts perform even better, which brought more traffic, which brought more ad revenue, affiliate revenue, subscribers, and followers.

This also was good business as it allowed me to create high-quality content that didn’t take as much time to craft. It’s easier to redo 75% of a blog post than craft 100% from scratch. It also helped me see my growth as a person and blogger over the years.

where to find nude bras for brown skin
Where to buy nude bras for brown skin tones: I originally wrote this blog post in 2017 but since then many brands had shuttered and new ones had opened so I updated it for 2020.

I now craft a lot of my blog posts thinking of ways to update them in the future. For example, I will have a post coming up where I review several brands that offer the same product. I hope it will prove useful, but I know after a few months all those links will be broken and new brands will be on the market with the same product. It makes sense to set up the post from the get-go with the ability for me to update it next year with new brands, new photos, and new insight on such a product.

Remember the Starbucks Rule

In 2010, I decided that I was going to make Wardrobe Oxygen a proper source of income for my family to justify the time I spent on it and now with my family. I decided I had to make at least as much as I would as a barista at Starbucks from the hours spent on the blog. As a barista, I would have set hours and be able to remove my apron at the end of my shift. Blogging isn’t so cut and dry of a job, but using this comparison, I would decide whether a paid campaign was worth my time, if I should keep trying to figure out that capsule wardrobe or move on, and what to put my effort towards.

This year, I felt that most of my skincare and haircare sponsored posts weren't worth the money I was paid for it. I love my house, I think it’s cute and quirky and warm and I came to love it even more this year spending so much time in it. But my bathrooms aren’t cute. They’re old and small and not good for brands that send style decks requiring natural light and plenty of white and a modern touch. I had some campaigns where I spent four hours shooting and four hours editing to toss all the photos and do it again the next day and then have the brand come back and ask for something that I really couldn’t achieve with my home. And with the ‘demic, it wasn’t like I could shoot it during a hotel visit.

Woman in bathrobe shaving her leg with an electric razor
K and I got super creative to achieve this shot in 2020!

I mean, my husband and I did get pretty creative with the shoots. This one was done with my husband in the office using his fancy lens and capturing me in our daughter’s bathroom through a partially-opened door at just the right time of day.  This one was done in our half bath/laundry room/mudroom which isn’t where I’d wash my face but it worked okay. But it just would bring up so much stress and self-doubt, it wasn’t worth it.

I found it more lucrative to buy the product myself, use affiliate links and write a kazillion paragraphs offering a detailed review with those paragraphs separated by random iPhone selfies. For example, this post is by far the most successful beauty post I shared this year.

You Can Be Personal Without Airing Your Dirty Laundry

When my blog was smaller, I didn’t think twice about recapping a social occasion, discussing a work relationship, writing about my marriage. But as the blog grew, social media became bigger, and our child got older, I didn’t feel comfortable sharing so much, especially on the blog which came up first when I or any family member was Googled.

However, I lost that personal touch when I started sterilizing my content. Sure, it did well on Pinterest and in Google, but it lacked the connecting with you all who read Wardrobe Oxygen.

I started Weekend Reads as a Saturday morning series because some influencer expert said that readers love series and something to look forward to the same day each week. But I found it to be a way to show who I am without having to share everything about my life.

I sometimes share a paragraph about what’s going on in my life or what I am thinking about, and sometimes I don’t. But the links I share, the shows and books I consume, and the music I listen to are personal, showing my tastes, my beliefs, my humor, and gives peeks into my life beyond the blog. Weekend Reads was more valuable to me this year, when I so many times felt helpless. It was a way to connect, to share, to inspire, and to hopefully educate and give back.

When we were all deep in lockdown, my posts sharing what I wore the previous week made me feel more connected to you all. Mirror selfies without a perfect background or perfect lighting, wearing weird combinations and the occasional bedhead normalized the weirdness of that time and many of you said you appreciated it because you didn’t feel bad that you too were dressed that way and feeling that way.

No Blogger is an Island

All bloggers get by with a little help from their friends. Those fancy brand trips we take? Those are some of the most beneficial business trips where we get a chance to chat with our peers over coffee and wine and share tips and woes and collaborate and help one another. Blogger dinners in DC always ended up being work dinners and some of the best ideas were crafted over multiple courses. This year I realized how much energy and inspiration I got from spending in-person time with my peers and I missed that interaction.

I wasn’t good with keeping in touch with my peers virtually and ended up getting in my head a lot, comparing and being critical. And none of that helps with creativity or creation. When I did make an effort and did a Zoom or FaceTime with an influencer friend, it energized me and brought me back to who I am and why I do this.

I also joined a lot more Facebook groups for my industry. It was a great way to learn, connect, and hear from those who aren’t necessarily in my niche or circle. It really helped me see my business from a new perspective and try new things.

I’m Good at What I Do and I Love Doing It

This spring, I applied for contract jobs in my old Corporate America industry. I really questioned choosing this job and worried that it wouldn’t remain a way to support my family. I’m so glad those contracts never came to fruition.

I love this job, and I’m good at it. I am never out of ideas, I just wish I had more willpower and time to turn all those ideas into content. I love connecting with all of you. I love writing. I love the creativity of this job, I love that the more honest I am the more I succeed. Today when I was doing a Peloton ride, the instructor asked us to spend a minute thinking about what we were grateful for in life and without hesitation, I thought how I am grateful Wardrobe Oxygen is my job.

Even when it sucks, I still love it. Even when I am having a panic attack over trying to get a series of photos to fit a brand’s aesthetic or when something technical breaks on the backend of this site. Even when I have strangers attacking me in my DMs and comments and on message boards. Even when I have writer’s block yet again because the world is on fire and I can’t focus on anything else. Even when I had some months when I worried about our financial future, I still love being a blogger.

And how awesome that I built a job that I love and I am good at! I made more this year, I had more free time, more creative control, and better opportunities (even though some of the very best ones ended up being canceled). I love that I’m constantly challenged to grow and learn, and I have remained relevant and increased my audience and my income year over year without selling my soul.

And I am damn proud that I have attracted you as my audience. Y’all smell bullsh*t a mile away, you’re smart and savvy and kindhearted and brave. That you not only read and follow Wardrobe Oxygen but continue to do so after a year that has tested all of us and changed all our priorities, it is a true honor.  I look forward to connecting with you more in 2021.

Thank you.

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37 Comments

  1. Kris
    January 5, 2021 / 11:23 pm

    What I love most about you is your transparency and generosity. Thank you for blogging!

  2. Zaeobi
    January 5, 2021 / 12:04 pm

    We’re here for you Allie, still reading from the sidelines (even if I’m not as vocal in the comments anymore – 2020 was overwhelming, to say the least, & I live on the side of the world that *isn’t* under strict lockdown right now!)

    It does feel like you’ve managed to create a WO2 community here, which is something special – I couldn’t believe that 3 years had really passed from the original article about ‘nude’ bras for typically less represented skintones. I remember being so nervous when I emailed you to request that topic (think I even said in my original email that it probably wouldn’t even be something worth making a blog post about, since it’s so specific LOL), but that just goes to show how it really is a WE community here (instead of just one way, top down, coming from you).

    This is something that is surprisingly rare to see still being done on a blog platform, though. So well done – here’s to hoping you every success for 2021, without losing the authenticity that made your blog what it is today!

  3. January 3, 2021 / 9:49 pm

    Thank you for sharing the insights into your business and congratulations on a successful 2020! Happy New Year and wishing you a great year!

  4. Paula Morton
    January 3, 2021 / 2:36 pm

    I am truly a fan and always look forward to your blog. God bless and let’s all be grateful to be here to see 2021.

  5. Amy
    January 2, 2021 / 8:30 am

    Thank you for a peek behind the curtain! I’ve learned a lot from your blog, and due to your transparency and genuine spirit, always think of WO — in all its forms — as a trusted source. Best wishes for a happy, successful 2021.

  6. Michele
    January 2, 2021 / 2:04 am

    This was such a cool post! Thank you for making this space. It’s made me loads more confident about my body and hair as well as what I want in a bra and how much to pay for it. And your ethics conversations and Saturday reads both made me think a lot this year.

  7. Julia
    January 1, 2021 / 7:16 pm

    Allison,

    Great post! Thank you for your generous essay. I really appreciate your candor, and look forward to reading more this year.

  8. Alanah
    January 1, 2021 / 1:35 pm

    This was so interesting to read. Thank you for being transparent… Lord knows you didn’t have to be, so thank you for choosing to be. I love the blog and I love the Weekend Reads too! As another commenter said, your voice really comes through in your writing, and it makes it fun to read. Keep doing your thing!

  9. Nancy
    January 1, 2021 / 12:51 pm

    In a perfect world, the critics would just keep their comments to themselves unless they were genuinely constructive. Sad to say, most aren’t! But I can agree w/ all of those who commented above; we appreciate you. I especially like the “Reads”. So I hope your ideas never run out. It’s refreshing to see a woman with curves & more toward a petite cherish fashion; we’re not all straight, tall, & skinny, & we love creative ideas for dressing.

  10. Helene
    January 1, 2021 / 9:23 am

    Thank you for sharing all of this detail, I find it absolutely fascinating! Hoping 2021 brings you even more happiness.

  11. Linda B
    January 1, 2021 / 9:10 am

    My heart is full of gratitude for you and all that you create for us, your readers. Dang, you work hard! I love that it still paid off for you in 2020, both personally and financially.

    It is amazing, when we think about it, that we have survived and even in some ways learned new ways to thrive. Now we all need to gather ourselves together to make it through at least the first months of this year, which still will be fraught with challenges, and get to the other side of all the plagues that have beset our country and the world, with new energy to make positive changes to fully address both racism and climate change–while still having some fun and a sense of humor. I know you will continue to support us in that journey, and am grateful.

  12. Claire May
    January 1, 2021 / 6:18 am

    I love these summary posts where you express your honesty about your blogging income. Good luck with 2021!

  13. Lee
    December 31, 2020 / 10:44 pm

    These posts are always so interesting to me. It means a lot that you share this with us because it makes me feel like we are a community here & you trust us with important information about your work & your life. It thrills me to know that this was WO’s best year ever—congratulations! Happy New Year to you & your family!

  14. Chloe in Ottawa
    December 31, 2020 / 9:41 pm

    I’ve moved away from blog reading when my old RSS feed reader app broke about a year ago. Since then, I haven’t read any regularly. I do follow you on IG (I did find your blog first years ago) and almost always come to read your posts when you do swipe ups in stories. So they totally work.

    Anyway, I find this annual post fascinating and I’m really glad you successfully navigated this year personally and professionally. It wasn’t an easy one!

    Best wishes to you for the new year. May 2021 be better than 2020!

  15. Kate
    December 31, 2020 / 8:57 pm

    Thank you again Allie for being YOU!! As an international/non-US-based reader, I love that your site has retained its focus on style and self-expression even as you monetise the blog (as if course you have to) – so that rather than becoming “just” another shopping blog full of links to retailers I can’t shop (as two other blogs I used to read religiously have done) this is still a place that I can come for ideas, inspiration and the confidence to try new things. I’ll occasionally click through the links provided (usually to see the price, do a quick conversion and faint at what the equivalent cost would be in AUD!!!) but instead I keep my engagement to comments, likes and shares – it’s always great to know just how much this helps your bottom line so that you can keep being you and providing the same fabulous content I’ve been loving since 2010.

  16. Sally
    December 31, 2020 / 8:14 pm

    I love posts like this that go into the business side of this industry. Happy New Year to you and your family and I can’t wait to see more from you in 2021!

  17. Karen O
    December 31, 2020 / 7:53 pm

    Happy New Year to you and your family Alison. Thank you for continuing to provide such a wonderful blog. Perhaps it’s my age (mid 50’s) but I much prefer a blog to instagram, tiktok, etc. Especially when the writing and content is of a high quality such as yours. You’ve introduced me to new brands and I’ve gotten several products based on your recommendations, all of which I’ve been happy with. Your detailed reviews have helped me make decisions from jeans to makeup mirrors. So I just wanted to let you know; your hard work is appreciated.

  18. Cynthia
    December 31, 2020 / 7:48 pm

    Thanks for this fascinating insight into your work, Alison. I’ve been a follower since you started, and your blog is still my favorite. I am so glad you have kept blogging, as I just don’t keep up with Instagram. I like the fact that you are first and foremost a writer, and that you are honest and unaffected. I trust your advice and have so learned so much from you. I’m so glad that 2020 was so successful for you — please keep writing!

  19. Sue
    December 31, 2020 / 5:10 pm

    I read your blogger recap every year. I am not a blogger, nor do I work in fashion. I have a child as old as you. I live on the left coast in a smaller town. But your honesty and kindness keep me here. Those are requirements for me. And I love good writing. Thank you. Success in 2021!

  20. dmc
    December 31, 2020 / 3:18 pm

    I am far from a fashion maven and don’t buy a whole lot anymore but I looked forward to reading your blog in a year that was less than stellar. I especially enjoy your weekend reads… I trust your reviews and appreciate your honesty.

  21. RoseAG
    December 31, 2020 / 3:13 pm

    I think your recaps about being a professional blogger are very interesting.

  22. hmbalison
    December 31, 2020 / 12:23 pm

    I look forward to reading your smart, insightful writing on your blog, and you’ve inspired me to branch out and be myself with fashion. Thank you!

  23. Karen
    December 31, 2020 / 11:11 am

    Thank you for this open and honest recap of the year. It’s posts like this that make me feel connected to and part of the community. I’m always interested in what you have to say, and look forward to the weekend reads, there’s always something thought provoking and/or something to learn. Looking forward to what 2021 brings.

    • Jennifer
      December 31, 2020 / 11:46 am

      This was exactly my feeling and you said it better.

    • Briana
      December 31, 2020 / 12:42 pm

      Karen – I echo this sentiment completely. Thanks for articulating his reading this blog makes me feel.

    • MKB
      December 31, 2020 / 8:39 pm

      Yes – what Karen said! The thing I love about your blog the most is just your voice. I’ve been reading for a long time, and I feel connected through posts like this.

  24. Cynthia
    December 31, 2020 / 10:47 am

    I always enjoy your posts on Instagram and here. Thank you for providing useful and honest information. Here’s to more in 2021!

  25. Adrianna
    December 31, 2020 / 9:39 am

    Thank you for all you do, Alison! This is definitely the blog I trust the most and I appreciate your thorough and honest recommendations. It’s really interesting to hear more about the business side for you and I am glad to hear your income increased in 2020. You deserve it!!

    • Michele
      January 1, 2021 / 1:19 pm

      I agree with Adrianna’s comment—your blog is the one I trust the most, especially during difficult times like the pandemic. I loved your 2020 content! Your recommendations are stellar and your reflections and openness really do make WO feel like a trusted community. Happy new year to you and your family.

  26. Laura
    December 31, 2020 / 9:30 am

    Thank you, Alison! Your blog is one of the few I check on daily. I have particularly enjoyed the Friday Shop and Weekend Reads series-they have given me something to look forward to in this difficult year. The observation you made this fall about so many retailers trying to sell us oatmeal-colored clothes not only made me laugh in the moment, but also helped me be more discerning in my purchases. I don’t have to buy clothes if I don’t like the color! Happy New Year to you and your family!

  27. Julia Zema
    December 31, 2020 / 9:20 am

    The last paragraph made me tear up? I’ve been following and adoring this blog for about eight years now. But, something about the community you’re creating with it–particularly this year—hit me in the feels. Thanks for all you do, Alison! Happy new year.

  28. Bette
    December 31, 2020 / 9:10 am

    You have taught me so much! I look forward to Weekend Reads and click to (and read) pretty much every article you suggest. Because of you, I am far more aware of the world, and not just in fashion spheres. Thank you, and a happy 2021 to all of us.

  29. Karen Eugenio
    December 31, 2020 / 8:53 am

    Thanks for sharing the behind-the-scenes view. It’s fascinating! I’m so glad to hear you’re successful despite 2020’s dumpster fire. I look forward to reading your blog and appreciate your candor.

  30. Krista
    December 31, 2020 / 8:45 am

    WO2 is that safe space every woman needs in her life. I appreciate the blog content and your honesty. That is absolutely the biggest factor for me. The authenticity is palpable and appreciated. The Facebook group is fun and informative. You’ve built a community there that has actually become a valuable resource when I need honest opinions. Thanks for keeping WO2 true to yourself and for evolving with the times. Here’s to a healthy, happy, 2021!

  31. ErinG
    December 31, 2020 / 8:19 am

    As usual, this was a great read! I am so glad that you had a successful year. For me, your blog was something consistent in a crazy year. Thank you for being you.

    • Jax
      December 31, 2020 / 5:15 pm

      Love following your thoughtful journey and constant evolution, Alison!

  32. Desiree Campbell
    December 31, 2020 / 7:55 am

    Wardrobe Oxygen is, for me, a soft place to fall at the end of a long work day/week. Authenticity breeds trust and I can trust your content to provide authenticity and quality. I equally appreciate your vulnerability. Sharing details about your income streams is brave. Now that I have a better understanding of how clicks and likes impact your income, I will be sure to be a better consumer of your content.

    On a personal note, I LOVED seeing your fitness journey this year and felt your pain when you suffered a knee injury. A few years ago, I also suffered an injury when training for my first long-distance race (after deciding to become a runner in my mid-40’s). Trust me… I had a good cry and then got to work rehabbing and getting back on the road. I am rooting for you and am tickled seeing you back on the bike!!!

    For what you do, good on ya. Thank you, Allison. I’m wishing everyone a kinder sea in 2021:)

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