TikTok Launches Major Holiday Shopping Push

12 Nov 2025

After a 3x increase in Black Friday sales last year, TikTok is doubling down on its in-stream shopping to drive more user engagement and product searches. The platform is hosting its biggest holiday promotion ever, running from November 12 to December 1, featuring deals from major brands like GAP, Samsung, JBL, Philips, and Meta, which is promoting its VR and AI products. Grammy-winning artist John Legend will also participate in a live-stream promoting his personal care brand Loved°1. TikTok Shop gift cards and extended returns until February 10 further support the shopping push.

TikTok’s strategy mirrors the massive success of its Chinese counterpart, Douyin, which generates hundreds of billions in sales. However, Western users remain less inclined to combine social media and eCommerce in a single app, favoring dedicated platforms like Amazon. Despite this, TikTok Shop still recorded over $100 million in Black Friday sales last year, highlighting significant growth potential.

The platform also shared rising product trends, including cozy wear (+407% in September), holiday games, baking content (+29% month-over-month), K-Beauty (+132% year-over-year), and Western-style fashion (#WesternFashion +15%, #CowboyBoots +28%). TikTok continues to experiment with features and promotions to encourage shopping, aiming to reach a tipping point where in-app commerce gains widespread adoption in Western markets.