TikTok is a place for discovery all year long — and especially during the holiday season, when the app comes alive with engaging Live Shopping events and inspiring content from your favorite creators.
TikTok Shop is where people take that inspiration to shop for what's new and trending by discovering an exciting selection of products from brands both large and small, with exclusive deals across fashion, beauty, kitchen and home, decor, luxury resale items, food, books, and more. According to a survey* of U.S. TikTok users earlier this fall, 9 in 10 people on the platform are seeking some sort of holiday inspiration or guidance.
With this year's Black Friday & Cyber Monday 2025 campaign wrapped, we saw nearly 50% more shoppers who bought something on TikTok Shop in the U.S., compared to the BFCM campaign period last year**.
And over the four-day shopping period alone, TikTok Shop saw extraordinary growth, with sales exceeding $500 million.
Live Shopping sees record-breaking growth for brands & creators
Live Shopping delivered a record-breaking performance throughout this year's BFCM campaign period. As brands and creators find new ways to entertain and inspire loyalty among their communities, Live Shopping continues to evolve, drawing a healthy mix of repeat buyers and new ones.
“Live Shopping is where brand love starts — it’s a dynamic, interactive experience that deepens how our users connect with brands on TikTok,” said Patrick Nommensen, head of strategic initiatives for TikTok Shop in the Americas. “That immediate, real-time engagement — introducing audiences to new products, demonstrating their value, and facilitating direct interaction — is what builds trust, strengthens community, and turns interest into long-term loyalty.”
When compared to last year's BFCM campaign period, brands and sellers hosting livestreams experienced 84% sales growth during this year's; and, shoppers tuned into over 760K livestream sessions hosted by sellers and their favorite creators, generating over 1.6 billion views. PoP Mart had one of the most popular livestreams, with the SKULLPANDA x Wednesday Plush as a top selling item.
Holiday shopping and livestreams aren't over yet: there are more exciting events and deals to come from brands and creators across all categories. Don't miss @KimKardashian hosting her first LIVE on Dec. 3rd. “We’ve put together something special — surprises, festive moments, exclusive deals, giveaways, and bundles you can only experience in the livestream. I can’t wait for everyone to tune in," said Kardashian.
Holiday Inspiration for All
Our survey also revealed that 1 in 3 TikTok users say they need some help or inspiration finding holiday gifts to give. Fortunately, 83% of TikTok Shop shoppers report discovering new products on the platform, according to GlobalData research — often through creators’ GRWM or before-and-after videos. This means trends — from lip plumpers that give a fuller-lip look to cushion foundations that blur on camera — can sell out almost overnight. This year, TikTok Shop’s engaged community of creator affiliates posted nearly 10 million shoppable videos during the campaign.
"I’m sure you’ve had that moment where you’re scrolling, not looking to shop, and then you find something that catches your eye that you have to have," said Nommensen. "TikTok Shop makes it easy to be inspired and find the perfect something for everyone on your list, including yourself."
As our community grows, so does the opportunity for brands of all sizes to connect with their own unique audiences on TikTok and inspire their next purchase. In fact, brands with $10M+ annual revenue grew their TikTok Shop sales 76% year-over-year, compared to the 2024 BFCM campaign period.
And as always, the safety of our platform remains a top priority for us. For example, between January and June 2025: more than 40 million products were proactively rejected from being listed on TikTok Shop for IPR violations, and over 2 million products were detected by TikTok Shop and taken down for Intellectual Property Rights (IPR) violations after being listed.
This holiday season, TikTok Shop is where shopping is fun, and the experience of discovering new products and brands brings people joy. TikTok Shop brings together the energy of creators, the innovation of sellers and brands, and the power of community to create a holiday season that’s as personal as it is shared.
Here’s to a 2025 holiday season full of discovery, connection, and joy — powered by TikTok.
*U.S. national survey conducted by Morning Consult in partnership with TikTok between October 29-31, 2025, among 2,205 Americans aged 18+
**The 2025 Black Friday and Cyber Monday campaign period was Nov. 12th through Dec. 1st. The 2024 Black Friday and Cyber Monday campaign period was Nov. 13th through Dec. 2nd.