TikTok Shop is expected to see a record-breaking Black Friday as retailers such as Marks & Spencer, Sainsbury’s and Clarks joined the platform in time for peak, Retail Week can reveal.
TikTok Shop started its Black Friday campaign on Friday November 21 and it will run until Monday December 1, also known as Cyber Monday.
The first day of the campaign matched sales figures during the peak of Black Friday 2024. TikTok Shop head of UK Jan Wilk told Retail Week that the platform will break records this year.
“We were surprised to see such strong momentum so early on,” he said.
“This year, bigger brands like M&S and Sainsbury’s have joined the platform. Sainsbury’s launched their Christmas pyjamas in October, which sold out quickly, so there’s clear interest in planning for the holiday season early.”
“M&S is an iconic British brand which has been active on TikTok for some time, seeing success with collections that go viral and spill over to traditional retail.
“TikTok Shop is the next step to capitalise on that. Established brands leverage TikTok to acquire new customers and build awareness among people unfamiliar with their collections.”
M&S has sold out of several lines on TikTok Shop including the Mandarin Candle, Pink Pepper Eau De Toilette, and White Coconut Eau De Toilette, and is working to restock for Black Friday.
Other top selling items during the platform’s Black Friday campaign so far include beauty bundles, fragrances, fashion items, and even Christmas trees and fresh food.
One merchant, The Fat Butcher, has sold £25k in general merchandise value so far in November, while Wilk identified L’Oréal and P. Louise as top performers.
“A new trend is Korean beauty, with many brands expanding in the UK on TikTok Shop,” he said.
“In fashion, Crocs launched a winter collection featuring a cozy slipper that’s a little bit polarising.”
Live shopping has also grown 70% year on year with more established brands such as Shark, Ninja, and QVC scheduling live sessions over Black Friday.
Lidl, Sainsbury’s, Clarks, Asda and M&S are some of the retailers that have recently launched on TikTok, and Wilk confirmed that Samsung is currently soft launching on the platform.
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