TikTok Shop Announces Black Friday and Cyber Monday Campaign Running November 11–30
New trends, brands and shopping experiences happening only on TikTok Shop will define this holiday season
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TikTok Shop will bring back its Black Friday and Cyber Monday campaign from November 11 to November 30, bringing together brands, creators and shoppers for one of the biggest shopping moments of the year. This holiday season, shoppers can discover a wider selection of products from emerging sellers and major brands, explore trending gifts and hard-to-find items, and tune into exclusive LIVE Shopping experiences that bring holiday inspiration and shopping together.
The campaign comes as TikTok Shop continues to grow as a destination for holiday shopping, with more brands, products and shopping experiences than ever before. Since 2024, TikTok Shop has expanded its product selection across categories by more than 1,200%, with major retailers and brands including Sephora, Michael Kors, Best Buy, Ulta Beauty and Victoria’s Secret joining the platform this year. From rare pre-owned luxury handbags and collectibles to jewelry, gaming and holiday fashion, shoppers will have more ways to discover gifts for everyone on their lists. In TikTok Shop’s documentary series Road to Black Friday, Princess Polly, Dossier and SharkNinja share why they chose the platform, how they have turned discovery into growth, and how they are preparing for Black Friday.
Holiday shopping inspiration is already gaining momentum on TikTok. In September, #holidayshopping content surged 263% month-over-month, while #holidaygiftideas grew 248% and #fallwishlist jumped 450%, signaling that consumers are turning to TikTok early to plan their holiday purchases. Discovery and search are increasingly going hand in hand, with more than 100 billion searches with e-commerce intent on TikTok Shop in the U.S. in 2025. Together, these trends highlight how TikTok Shop is helping consumers move from holiday inspiration to purchase.
Beyond product discovery, LIVE Shopping is set to play an increasingly important role this holiday season, giving shoppers opportunities to see products demonstrated, ask questions in real time and connect directly with brands and creators. During the 2025 four-day Black Friday and Cyber Monday weekend, TikTok Shop sales surpassed $500 million, while sellers hosting livestreams saw 84% year-over-year sales growth. Building on that momentum, this year’s campaign will bring shoppers more interactive ways to discover and shop for holiday gifts.
Trends Shaping 2026 Holiday Lists
From hard-to-source pre-owned luxury items to finding that perfect holiday fashion look, American TikTok users are already signaling what could make their gift lists this season. Exclusive offerings, product bundles, and one-of-a-kind collaborations between your favorite brands and retailers will happen on TikTok Shop all season long.
As users shift into holiday planning, interest is rising around fall and holiday décor, wish lists, and gift ideas, with September 2026 seeing strong month-over-month growth across #fallwishlist (450%), #holidaydecor (97%), #giftsforwomen (440%), #holidaygiftideas (248%), and a consistent fall favorite: #bananabreadrecipes (1503%)! So, what’s going in the cart this year?
Here are a few trends we’re seeing:
Pre-Owned Luxury Finds Are Having a Moment: Luxury resale continues to gain momentum on TikTok Shop. U.S. TikTok users are 2.5 times more likely to buy a luxury item as a gift this Black Friday and Cyber Monday, and TikTok Shop is here to help shoppers buy authentic pre-owned luxury with confidence. In fact, the highest-priced item purchased on TikTok Shop in the U.S. this year was a coveted pre-owned luxury bag for $25,580.
Jewelry Sparkles for Shoppers: Jewelry is shaping up to be a standout gift this season, with 22% of U.S. TikTok users expecting to buy accessories, including jewelry, this Black Friday and Cyber Monday. That interest is showing up in everything from diamonds to more personal pieces: sales for single IGA certified lab diamonds on TikTok Shop more than quadrupled from May to September, while U.S. TikTok searches for “gold jewelry” jumped 1,134% and “opal rings” rose 825% in September month-over-month. #friendshipbracelet searches also increased 120%, pointing to interest in more personalized gifting. Eligible jewelry purchases on TikTok Shop can also come with one year of third-party insurance protection for extra peace of mind.
The Collectibles Hunt Is On: Collectibles, including sports trading cards, memorabilia, coins, figurines, and squishy toys, are shaping up to be a playful and popular holiday gift this year. And the hunt is increasingly happening on TikTok Shop where category sales have grown 230%, year-over-year in October. User searches for “squishy toys” in September rose 149% compared to the month prior. With strong activity across collectibles-related hashtags and searches, this category is popping with great gifts to discover throughout the holiday season and beyond.
Game On: Gaming is becoming a bigger option for gifting, with one in five U.S. TikTok users expecting to buy gaming devices or items this Black Friday and Cyber Monday. Last year, NEX Playground sold more than 25,000 units of its family gaming console on TikTok Shop.
Holiday Fits Starts Now: Holiday shopping isn’t just about finding the right gifts, it’s also about what to wear for the season’s biggest moments. That planning starts early: #christmaspajamas content spiked 297% month-over-month (August to September) showing how holiday style starts taking shape well before the celebrations begin. On TikTok Shop, womenswear accounts for a third of all fashion category sales so far this year. Nails are another seasonal beauty trend, with “fall nails inspo” searches increasing 251% and “fall nails” growing 333% month-over-month (August to September), suggesting nails could be a highly giftable category this holiday season, as consumers look for easy ways to recreate trending holiday looks at home.
Holiday Shopping Enters Its LIVE Era
For shoppers, finding the right gifts to buy can be as much about the experience as the search. “TikTok Shop shopping” content grew 1,017% month-over-month (August to September) signaling how users increasingly search with intent to shop. LIVE Shopping also brings users into the action, where they can dive deeper into product education, including seeing things demonstrated, and asking questions in real-time, with the chance to hear directly from brands and creators.
Earlier this month, Rihanna joined Fenty Beauty on TikTok Shop LIVE, where over one million users tuned in during the 12-hour livestream, generating a total of 53 million impressions.
Last holiday season showed the scale of LIVE on TikTok Shop. During the 2025 four-day Black Friday and Cyber Monday weekend, TikTok Shop’s sales surpassed $500 million, and sellers hosting livestreams saw 84% year-over-year sales growth across more than 760,000 sessions and 1.6 billion views. Spend per livestream buyer will rise 23.2% to $339.27 in 2026, per eMarketer forecasts. On TikTok Shop in the U.S., LIVE Shopping sales more than doubled in the first half of 2026, year-over-year. This season, we expect LIVE Shopping to play an even bigger role in turning discovery into a shopping experience that consumers can spend time with and return to.
What Shoppers Can Expect This Black Friday and Cyber Monday
Finding what to buy is only part of the holiday shopping experience. TikTok Shop is also making it easier to get orders quickly and handle returns. Shoppers can look for the 3-Day Delivery badge on eligible products expected to arrive within three business days. And new this fall, eligible purchases can be returned at approximately 10,000 Happy Returns locations across the U.S., no box or label needed.
So whether shoppers are discovering something new, tuning into a LIVE or checking off the last gift on their list, TikTok Shop is the destination to shop and buy what’s trending and new that’s perfect for yourself and your community this holiday season.
Shop the Black Friday and Cyber Monday campaign on TikTok Shop, November 11 through November 30.
Shelby Tai daimengyun.shelby@bytedance.com
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