As Black Friday and Cyber Monday 2024 come to a close, the TikTok community has been inspired by brands both large and small. Through a variety of engaging LIVE shopping events and the community's favorite creators, TikTok Shop is where holiday shoppers discovered new products and deals across fashion, beauty, sports, electronics, home goods, and more.

During Black Friday and Cyber Monday weekend alone, TikTok Shop saw a 165% increase in shoppers year-over-year. Fueled by both familiar and new creators within TikTok's extensive community, there were over 4 billion #tiktokshopblackfriday posts and 3.5 billion #tiktokshopcybermonday posts across the platform to help inspire shoppers. On Black Friday alone, TikTok Shop hit over $100 million in single day sales - triple from Black Friday last year.

Shopping during TikTok's Black Friday and Cyber Monday Campaign

This year, TikTok Shop's holiday shopping campaign ran from Nov. 13 through Dec. 2. Household brands and small to medium sized businesses participated with incredible offers, including new product releases and exclusive bundles only available on TikTok Shop.

  • A third of all purchases made on TikTok Shop during the campaign went to small and medium businesses.
  • Top-selling brands on TikTok Shop this year included Crocs (@crocs), Rhino USA (@RhinoUSA), Fenty Beauty (@fentybeauty), Medicube (@medicube), Liquid I.V. (@liquidiv), Comfrt (@comfrtclothing), Estee Lauder (@esteelauder), The Ordinary (@TheOrdinaryStore), and more.
  • Brands that started on TikTok Shop, like EZ Bombs (@EZ Bombs), Little ELF Products, Inc. (@littleelfgiftwrapcutter), HearYourStory (@hearyourstory), and Anua Store US (@anua_official.store), successfully built their businesses into influential trendsetters, and stood out to shoppers with products and deals only available on TikTok Shop.
  • Some of the most popular categories during the campaign included makeup, skincare, fragrances, bath and body care, personal care items, menswear, indoor furniture, kitchen appliances, fitness items, and sporting equipment.

Making History with Creators on TikTok Shop

The power of our community came to light this holiday season as many brand founders, celebrities, and creators made history with record-breaking LIVE shopping events and sales. LIVE shopping was huge this year: in fact, during the campaign, brands and creators hosted nearly half a million LIVE shopping sessions, totalling over 660K hours.

  • Nicki Minaj (@nickiminaj) had the highest-viewed TikTok Shop LIVE in history, with over 172 million viewers tuning in during the course of her Pink Friday Nails LIVE and garnering 115 million likes.
  • In his first ever LIVE session, TikTok Shop creator @kaansanity achieved over $102K in sales in 10 hours.
  • CEO and Founder of Canvas Beauty Brand, Stormi Steele (@iamstormisteele), surpassed $2 million in sales during her Black Friday LIVE, setting a new record for the highest sales during a single LIVE.

TikTok Shop empowers creators to earn commissions on products they love, offering exciting opportunities and a pathway to build meaningful careers. The Creator Affiliate program gives creators the opportunity to turn their brands into businesses and transform how they're building a livelihood on TikTok.

"TikTok is the go-to place this holiday season for beauty tutorials, gift-wrapping hacks, fashion inspiration, fun new toys, travel must-haves, seasonal recipes, and so much more," said Nico Le Bourgeois, Head of US Operations for TikTok Shop. "And whether it's a gift to make this holiday season unforgettable for someone, or for yourself, TikTok Shop makes it easy to be inspired and find the perfect something for everyone."