With Black Friday and Cyber Monday coming up next month, TikTok has shared some new insights into shopping trends in the app, which could help marketers map out their seasonal promotions.
Indeed, TikTok said that holiday planning is already happening in the app, with #holidayshopping content up 263% month over month in September.
As per TikTok: “While shoppers may start the season with a few ideas already in mind, discovery can help shape the rest of the list. TikTok Shop can help users discover products they didn’t know to look for, find hard-to-find items like rare pre-owned Hermès or Chanel bags and collectible coins, and tune into exclusive LIVE Shopping events from great brands and trusted creators.”
In order to provide more inspiration for brands, TikTok shared a range of data notes on rising shopping trends in the app.
- TikTok said its users are 2.5 times more likely to buy a luxury item as a gift this Black Friday and Cyber Monday.
- In-app searches for gold jewelry were up 1,134% month over month in September. Other rising trends included opal rings ( up 825%) and friendship bracelets ( up 120%).
- Sales of collectibles, including sports trading cards, coins and figurines, increased 230% year over year in October, while searches for squishy toys rose 149% month over month in September.
- One in five U.S. TikTok users said they expected to buy gaming devices or items this Black Friday and Cyber Monday.
- Rising fashion and beauty trends in the app include Christmas pajamas (up 297% month-over-month in September) and “fall nails inspo" ( up 251% month-over-month in September). TikTok also said that womenswear accounted for a third of all fashion category sales in the app so far this year.
TikTok added that in-app shopping is on the rise, with TikTok Shop sales surpassing $500 million from Black Friday to Cyber Monday in 2025.
In addition, TikTok Live sales increased 84% between 2025 and 2025, across more than 760,000 live sessions and 1.6 billion views.
“On TikTok Shop in the U.S., LIVE Shopping sales more than doubled in the first half of 2026,year-over-year,” TikTok said. “This season, we expect LIVE Shopping to play an even bigger role in turning discovery into a shopping experience that consumers can spend time with and return to.”
To help fuel this, TikTok also announced a partnership with Happy Returns, which could make it easier for TikTok shoppers to return items they’ve purchased in the app.
The partnership will enable TikTok shoppers to get instant refunds for returns at any one of about 10,000 Return Bar locations across the U.S.
“This collaboration will make sending an item back effortless, enabling sellers to skip the cost and complexity of building their own reverse logistics,” TikTok said.
More sales opportunities, more interested shoppers and more protection for buyers might help to solidify TikTok’s ongoing in-app shopping push.
