With Black Friday and Cyber Monday a month away, TikTok has released new holiday shopping trend data — and the headline is that holiday planning is already underway in the app. Content tagged #holidayshopping rose 263% month over month in September. TikTok’s pitch: shoppers may start the season with a few ideas, but discovery on TikTok fills out the rest of the list.
September month-over-month increases TikTok highlighted:
Sales of collectibles such as sports trading cards, coins and figurines rose 230% year over year in October. TikTok users are 2.5 times more likely to buy a luxury item as a gift this BFCM, and one in five U.S. users expect to buy gaming devices or items. Womenswear has accounted for a third of all fashion category sales in the app so far this year.
TikTok Shop sales surpassed $500 million from Black Friday to Cyber Monday 2025. TikTok also reported an 84% increase in Live sales, across more than 760,000 live sessions and 1.6 billion views. In the U.S., LIVE Shopping sales more than doubled year over year in the first half of 2026, and TikTok expects LIVE to play an even bigger role this season.
A new partnership with Happy Returns lets TikTok shoppers get instant refunds at roughly 10,000 Return Bar locations across the U.S., so sellers can skip building their own reverse logistics. Lower return friction makes it easier for shoppers to take a chance on a brand they discovered in the feed.
For the live commerce tools TikTok is rolling out to sellers, see TikTok Shop UK adds live commerce tools. And for the self-gifting demand that follows the holidays, read Pinterest’s post-holiday marketing tips on winning “Q5”.
TikTok says TikTok Shop sales surpassed $500 million from Black Friday to Cyber Monday 2025.
In September, searches for gold jewelry rose 1,134% month over month, opal rings 825%, Christmas pajamas 297% and “fall nails inspo” 251%. Collectibles sales were up 230% year over year.
TikTok says U.S. LIVE Shopping sales more than doubled year over year in the first half of 2026 and expects LIVE to play an even bigger role this holiday season.
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