Through live shopping events and collaboration with influential creators, TikTok Shop achieved remarkable success in the United States during this Black Friday. During the Black Friday and Cyber Monday weekend alone, the platform saw a 165% increase in shopper activity compared to the same period last year.
This growth was largely driven by the active engagement of creators on TikTok. On the social network, there were over 4 billion posts with the hashtag #tiktokshopblackfriday and 3.5 billion with #tiktokshopcybermonday.
Black Friday was particularly notable, with sales surpassing $110 million in just one day, tripling the results from the previous year.
The TikTok Shop Black Friday and Cyber Monday campaign, which ran from November 13 to December 2, provided an excellent platform for both major brands and small and medium-sized enterprises to shine with exclusive promotions and product launches. One-third of purchases during this campaign benefited small and medium-sized enterprises.
The most popular categories included makeup, skincare, fragrances, body and bath care, personal care items, men’s clothing, indoor furniture, kitchen appliances, and fitness and sports equipment, reflecting the diverse interests of consumers. Among the best-selling brands were big names like Crocs, Rhino USA, Fenty Beauty, Medicube, Liquid I.V., Comfrt, Estee Lauder, and The Ordinary.
Similarly, businesses that began their journey on TikTok Shop and have managed to trend and attract consumers with products and offers only available on the platform, such as EZ Bombs, Little ELF Products, and Anua Store US, also made a significant impact.
Live shopping events were at the core of TikTok Shop’s strategy this year. During the campaign, nearly half a million live shopping sessions were broadcast, totaling over 660,000 hours of streaming. This format has proven to be a crucial tool for directly and effectively connecting brands, creators, and consumers.
Nicki Minaj set the historic record for the most viewed live session on TikTok Shop with more than 172 million views during her “Pink Friday Nails LIVE” event. Additionally, she garnered 115 million “likes” during this event.
@tiktokshop_us Record-breaking views, endless love, and iconic moments with the Queen @Nicki Minaj 🎉💅 Missed out? Tap the shop NOW to get yours before they’re gone again🩷 Let us know your favorite @Pink Friday Nails in the comments #TikTokShop #PinkFriday #BlackFridayCyberMonday ♬ original sound – TikTok Shop 🇺🇸
Another example of success is the creator @kaansanity, who, in his first live session, achieved $112,200 (approximately €97,000) in sales within just 10 hours. Meanwhile, the founder of Canvas Beauty Brand, Stormi Steele, broke records by exceeding $2.2 million (€1.9M) in sales during a live event on Black Friday.
TikTok Shop allows creators to earn commissions on products they love, providing them the opportunity to generate income from their activity on the platform. Through the creator affiliate program, they can turn their brands into businesses and change how they make money on TikTok.
Nico Le Bourgeois, Chief Operating Officer of TikTok Shop in the USA, emphasized TikTok’s uniqueness as a creative and inspiring space that encourages shopping and the potential of TikTok Shop to turn users into customers. “TikTok is the go-to place this holiday season for beauty tutorials, gift-wrapping hacks, fashion inspiration, new and fun toys, must-have travel items, seasonal recipes, and much more. Whether it’s a gift to make this holiday season unforgettable for someone or for yourself, TikTok Shop makes it easy to get inspired and find the perfect gift for everyone.”
By combining engaging content, innovative shopping formats, and a commitment to supporting small businesses, TikTok Shop is establishing itself as a prominent player in the eCommerce ecosystem. This holiday season, TikTok Shop has not only achieved record sales but also created memorable experiences that are redefining how we shop and connect online.
We will have to wait if we want to know how TikTok Shop will do it in Europe.
Photo: Flux Schnell
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