TikTok Shop has revealed the biggest trends and products to look out for this Black Friday, as part of an exclusive Black Friday preview event held at Protein Studios in Shoreditch on Tuesday, 9 September.

Following triple digit growth last year, the platform is anticipating its best performing sales day to date, with the number of items on TikTok Shop growing by 445% over the last year, and the number of creators on the platform increasing by 55%.

TikTok Shop LIVE shopping sessions have increased by 72% year-on-year, with the platform introducing Super LIVEs last week with breakthrough beauty brand P.Louise, who made over £2.7m in 12 hours - breaking both UK & EU TikTok Shop sales records.

The Black Friday preview event in London brought together TikTok Shop experts, journalists and 50+ sellers, showcasing hero products ahead of the shopping season and hearing from a variety of businesses about their plans for the platform.

You can find a summary of the expert predictions and discussion points below.

Jan Wilk, Head of TikTok Shop UK

TikTok Shop has changed the face of Black Friday thanks to our unique discovery commerce model, built on LIVE shopping sessions and shoppable videos that allow buyers and sellers to connect in real-time online, just like you would in a high street store but without Black Friday crowds

Customers want more from online shopping now, and at TikTok Shop we have made it an enjoyable experience again where products can be brought to life for customers and they can discover items they truly love.

Last Black Friday we achieved triple-digit growth in the UK, and had the best performing sales day of the year. TikTok Shop UK continues to grow month-on-month, and to put this into context, we have already beaten this record in 2025 in June during our Summer Sale.

A couple of key data points really bring this into context:

  • Daily Live Shopping Sessions have increased by 72% over the last year
  • The number of items available on TikTok Shop has grown by 445% over the last year

That's why we can confidently say this Black Friday will be our best-performing day to date.

Since last year, we have brought discovery commerce to a number of new markets, including Japan, Mexico, Brazil, France, Italy, Germany, Spain and Ireland. With the consistent growth of our existing markets and the introduction of new markets, we anticipate global success as we make shopping this Black Friday more enjoyable for customers than ever before.

In the UK, we have around 6,000 LIVE Shopping sessions every day, where sellers have their own shop but in the palm of the hand of thousands, sometimes millions of customers at one time. This Black Friday we will have even more daily LIVE streams where sellers will host experiential shopping sessions to make shopping fun - and accessible - again. We will also be introducing Super LIVEs, which will see sellers generating $1 million in sales during single live streams.

The first of these took place last week with breakthrough beauty brand P.Louise, who made over £2.7m in 12 hours, breaking both UK & EU TikTok Shop sales records.

The number of creators generating sales on TikTok Shop has increased by 55% over the last year, proving the platform's power to not only empower sellers, but expert creators too, as they support UK businesses by showcasing their items to their own communities.

Matt Beane, Head of FMCG, TikTok Shop UK

When most people think of TikTok Shop, food probably isn’t the first thing that comes to mind. But food is big business on TikTok Shop, and it explodes in the run-up to Christmas.

Last Black Friday alone, our food and beverage category grew by 55%, doubling sales to become the top category in FMCG. And we see this happen every year - as soon as Christmas is on the horizon, people turn to TikTok Shop to start planning their festive feasts.

When it comes to what sells during this time, naturally, hampers dominate, but we have so many incredible UK businesses who thrive during gifting season. We're also predicting cheese, laundry products and toilet roll to be top products this Black Friday.

And this year, we're set to ruffle a few feathers. I'm very excited to announce that this Christmas, for the first-time ever, you’ll be able to order your Christmas turkeys on TikTok Shop.

We’re partnering with one of our trusted sellers, The Fat Butcher to do so. They are leading the way in terms of driving online sales in the meat market, and have leant into TikTok Shop to sell nationwide. In just three weeks of being live on TikTok Shop, they've become one of our top sellers in the fresh food category - selling fresh, high-quality British meat, shipped the same day and delivered nationwide within 24 hours.

From 1st October, you can exclusively pre-order your Christmas turkey - fresh or frozen - via The Fat Butcher on TikTok Shop. For 24 hours, the team will do a TikTok Shop LIVE showcasing their turkeys and their Christmas food hampers, stuffed with beef, pigs in blankets, stuffing and gammon, too.

But beyond that, this year, we’re giving families across the UK a new way to do the Christmas food shop - supporting local British butchers, discovering products in a whole new way, and having it all delivered fresh, with just a few taps.


Emily Caine, Head of Beauty, TikTok Shop UK

Over the last four years, we have seen TikTok Shop transform the beauty industry. On the platform, beauty is one of the fastest growing categories, with beauty TikTok Shop Lives achieving 90% growth year-on-year, with one beauty product sold on TikTok Shop every single second.

But we're shaping the industry offline too. We call it the TikTok halo effect. High street retailers are being drawn to the brands that go viral on TikTok, but brands on TikTok are also seeing growth in their existing sales channels as a result of launching on TikTok Shop.

Our sellers are gaining shelf-space in high street retailers or setting up their own physical shops, due to the exciting success they've seen on the platform - brands like P.Louise, Nature Spell, Wonderskin, The Beauty Crop and Made by Mitchell are great examples of this.

Similarly, we're seeing a halo effect of US brands, like Sacheu and LYS break into UK markets, while UK-founded TikTok Shop businesses, like Made by Mitchell, crack other markets outside the UK.

80% of TikTok users say content on TikTok has a direct influence on the products they use as part of their beauty regime, and the run-up to Black Friday is when beauty on TikTok Shop truly ignites.

Last year, fragrance saw explosive growth - a 104% uplift leading into Black Friday - as people shopped for luxury gifts or a treat for themselves purchasing luxury scents at great prices. Perfume has become an accessible luxury via TikTok Shop, with the highest average basket size of all categories on the platform.

Last year, half of the top 50 beauty products on TikTok Shop were gift sets or advent calendars. There's a perfect crossover between discovering new trends and products on TikTok Shop and the joy of discovering new products in advent calendars every single day.

In the beauty category, we're seeing TikTok influencing product design to make it fun and exciting again. A great example of this is the Wonderskin's hero lip stain that is quite literally 'made for video' and also their aptly called "FYP Powder"..

We have global brands and indie start ups sharing the same stage and all really leaning into LIVE shopping and making shopping for beauty so much fun. L’Oréal Paris is bringing L’Oréal x Mugler, a limited-edition fashion-meets-beauty collaboration, exclusively to TikTok Shop on 22 September, and The Ordinary is launching a brand-new product for the first time ever exclusively in the UK via TikTok Shop.

This Black Friday, beauty shopping on TikTok Shop will be nothing like traditional e-commerce. TikTok Shop is different. It's where discovery feels personal, LIVE events feel like entertainment, and purchases are informed with advice and demos from sellers or creators.

Broghan Smith, Head of Fashion at TikTok Shop UK

On TikTok Shop, we're reshaping the fashion industry, from the biggest fashion retailers in the world to some of the fastest-emerging brands. LIVE shopping has changed the face of online shopping, removing the uncertainty of fit, feel and function and allowing customers to feel assured they're going to fall in love with the clothes they're buying.

You can see clothes worn by someone your size, with your body type, trying on the exact piece you're considering, before you make a purchase. It's the next best thing to going in-store and trying the item on.

A recent survey* found that UK retailers lose around £5.2 billion annually due to online returns alone. And it's fashion, in particular, that is driving up these numbers.

And according to a survey by the British Fashion Council, while just 10% of in-store purchases are returned, the return rate rises to 30% for online sales. But here's what's different for us - TikTok Shop's fashion return rates sit at 10%, the same rate of return as in-store purchases, and dramatically lower than the rate for ecommerce more broadly. Brands including Zalando and Halara are experiencing significantly lower return rates on TikTok Shop vs other online sales channels.

Beyond any wider industry impact, fashion as a category on TikTok Shop has doubled since last Black Friday, with more products than ever. And what we're seeing is a real trend for comfort and cosiness.

Shoes and trainers are having a moment, with winterised versions of shoes (like Crocs' lined clogs, the Cozzzy Slipper) set to be popular as we come into winter and gifting season. Crocs will be taking over the platform 10th-12th September in a mega Super Brand Day where they will be hosting incredible LIVE shopping experiences.

Joggers for men and athleisure for women are at the top of the category, with noteworthy sellers in this area such as Halara and Zalando participating in Super LIVEs later this year.

If there's one thing we want you to take away, its TikTok Shop's efforts, with the support of its incredible sellers on the platform, to really change the way people shop and perceive the whole fashion experience, from discovering new products, to the 'digital LIVE fitting room' and more.

*source: Loop returns