TikTok Shop announces three-week Black Friday-Cyber Monday promotions

TikTok Shop expects this holiday season to be bigger and better than ever after big names like Sephora and Best Buy started selling on the platform.

TikTok Shop’s Black Friday/Cyber Monday holiday campaign will run from Nov. 11 to Nov. 30, Patrick Nommensen, the marketplace’s president for strategic initiatives, announced at its New York event last week.

Nommensen is pitching TikTok Shop as the place where holiday shopping lists are not only inspired, but eventually purchased. He said hashtags like #holidayshopping rose 263% in September, adding that shoppers on TikTok are looking for ideas for “what to buy, what to gift, what to wear, and what to cook this holiday season.”

“We’re seeing that lots of shoppers are coming to TikTok Shop not just to shop, but really to figure out what should be on that holiday shopping list,” Nommensen said.

The shopping arm of TikTok, which launched in the US in 2023, is in transition as the platform goes after established brand names in the hopes of being seen more as a rival to Amazon than to cheaper alternatives like Temu or Shein.

Live shopping sales on TikTok Shop in the US more than doubled in the first half of 2026 compared to a year earlier, according to TikTok Shop, though the app was facing scrutiny and a potential ban in the US over national security concerns in 2025.

Still, TikTok Shop’s largest competition in the broader social commerce space is Meta’s Facebook Marketplace and Instagram, which, eMarketer estimates, command about 75% of the US market share in social shopping.

“TikTok Shop is no longer experimental,” Nommensen said, adding the marketplace has now become a “key component for brands’ e-commerce strategy.” “We’re really seeing that shift accelerate as time goes by,” he said.

Lots of eyeballs: The platform is counting on livestreams from major brands like Sephora, Michael Kors, Best Buy, Ulta Beauty, Victoria’s Secret, and more established creators to drive holiday shopping this year.

In October, Rihanna joined her cosmetics brand Fenty Beauty on TikTok Shop for a live stream, TikTok Shop said, and more than 1 million users tuned in.

Last year, during the four-day Black Friday/Cyber Monday weekend, TikTok Shop topped $500 million in sales. Sellers who went live saw sales jump 84% YoY.

Separately, eMarketer expects TikTok Shop’s e-commerce growth to increase by double digits by the end of 2029. Online sales overall on TikTok Shop are expected to cross $20 billion in 2026 and reach over $30 billion in 2028.