Maya Kensington
As Black Friday and Cyber Monday approach next month,TikTok has released valuable insights into consumer shopping behaviors on the platform, which can assist marketers in planning effective seasonal promotions.
According to TikTok, holiday shopping is already in full swing, with content tagged #holidayshopping witnessing a 263% increase month-over-month in September.
As stated by TikTok: “While shoppers may have some ideas in mind at the beginning of the season, discovery plays a crucial role in shaping their final lists. TikTok Shop facilitates the discovery of products that users may not have considered, including rare finds such as pre-owned Hermès or Chanel bags, collectible coins, and exclusive LIVE Shopping events hosted by reputable brands and creators.”
To inspire brands further, TikTok provided a series of data insights highlighting emerging shopping trends within the app.
- Users on TikTok are 2.5 times more likely<span><span> </span></span>to purchase luxury gifts this Black Friday and Cyber Monday.
- In-app searches for gold jewelry soared by 1,134% month-over-month in September. Other notable trends included a rise in searches for opal rings (up 825%) and friendship bracelets (up 120%).
- Sales of collectibles, such as sports trading cards, coins, and figurines, surged by 230% year-over-year in October, while interest in squishy toys increased by 149% month-over-month in September.
- One in five TikTok users in the U.S. indicated they plan to buy gaming devices or related items this Black Friday and Cyber Monday.
- Fashion and beauty trends gaining traction include Christmas pajamas (increasing by 297% month-over-month in September) and “fall nails inspiration” (up 251% month-over-month). TikTok noted that womenswear has accounted for a third of all fashion sales in the app this year.
TikTok also reported that in-app shopping is rapidly growing, with TikTok Shop sales exceeding $500 million during Black Friday to Cyber Monday in 2025.
Moreover, TikTok Live sales rose by 84% from 2025 to 2025, spanning over 760,000 live sessions and garnering 1.6 billion views.
“On TikTok Shop in the U.S., LIVE Shopping sales doubled in the first half of 2026 compared to the previous year,” TikTok announced. “This season, we anticipate that LIVE Shopping will play an even more significant role in transforming discovery into a shopping experience that consumers can engage with and revisit.”
To support this growth, TikTok has also formed a partnership with Happy Returns, simplifying the return process for TikTok shoppers.
This collaboration will allow TikTok shoppers to receive instant refunds for returns at approximately 10,000 Return Bar locations across the U.S.
“This partnership will streamline the returns process, enabling sellers to avoid the costs and complexities associated with managing their own reverse logistics,” TikTok stated.
With increased sales opportunities, a growing base of interested shoppers, and enhanced buyer protection, TikTok aims to solidify its commitment to in-app shopping.
Mason Thompson
Tessa Everly
