TikTok Shop has recorded its biggest sales day in its UK history, with Black Friday 2025 surpassing last year’s record-breaking performance by 50% across the full Black Friday / Cyber Monday period*. The peak came last Friday – a day that is now the highest-grossing in the platform’s history in the UK – with 27 items selling every second.
Shoppers started shopping earlier than ever with “Fake Friday” – the week before Black Friday itself, reaching the same sales as the platform’s previous record sales day, Black Friday 2024. Searches on the platform for ‘TikTok Shop Black Friday’ increased 404% over the Black Friday weekend and was the most popular search related to Black Friday in 2025.
The number of people shopping on the platform increased by almost a third (28%) compared with the same period as last year, as more Brits turned to TikTok Shop to discover Black Friday deals and new ways to buy online.
UK brands and sellers of all sizes drove this growth, with an 85% increase in total sellers generating sales during the Black Friday period. LIVE Shopping also saw record-breaking engagement, with a 68% increase in live shopping sales and thousands of brands and creators driving real-time shopping moments throughout the week.
Leading the way were brands including Shark UK (@sharkhomeuk) Ninja Kitchen (@ninjakitchen), Look Fantastic (@lookfantastic), alongside strong performances from major brands including M&S (@marksandspenceruk), Crocs (@crocsshopuk) and Wonderskin (@wonderskin).
QVC UK (@qvcuk) also played a key role, bringing its 30-year live shopping heritage to TikTok Shop with a 10-hour ‘Black Friday Eve’ LIVE broadcast from its Chiswick studio – its most successful day of trade on TikTok Shop UK to date, up 34% on its last major event in October. The broadcaster’s strong performance highlights that TikTok Shop isn’t just for younger audiences, with 80% of QVC’s customer base on TikTok Shop aged over 35.
This performance sits alongside research by Barclays Consumer Spend which predicted that TikTok Shop was set to be a popular choice for Gen Z shoppers in particular, at 45%, showing the platform’s reach across generations.
But this year marks a turning point: major British high-street brands are joining in on the action, recognising that discovery commerce is now essential to meeting customers where they already are – on TikTok. This year has seen a 36% increase in established brands taking part in Black Friday / Cyber Monday (BFCM) on TikTok Shop compared with last year.
Jan Wilk, head of TikTok Shop UK, said: “Black Friday 2025 has been a record-breaking moment for TikTok Shop UK, with high double-digit growth. This surge was driven by exceptional early demand and the momentum created by our community of creators, brands and small businesses. It’s been a standout year for British brands, big and small, joining the platform and for LIVE Shopping, which continues to grow at pace – providing shoppers a new way to discover, shop and enjoy the products they love.”*
Recent launches to TikTok Shop include:
- M&S – now making its most-loved home and beauty products instantly shoppable on TikTok Shop with sell-out collections over Black Friday
- Samsung – joining TikTok Shop for Cyber Monday, bringing a curated selection of devices alongside exclusive offers and its first TikTok LIVE shopping event on 11 December
- Clarks – expanding its global digital footprint by launching on TikTok Shop this month
- Sainsbury’s – sold out its TU Christmas pyjamas within one week after dropping them early on TikTok Shop.
After becoming the UK’s fastest-growing online retailer in 2024, TikTok Shop has stepped things up even further in 2025. Small businesses are still driving much of that growth, with an increase of 200% of new sellers joining TikTok Shop from October 2025 and generating sales during BFCM. The platform also saw a record 1.6 million products available to shop during Black Friday and advertising revenue on TikTok UK was its highest ever, with retail ad revenue growing 70% for this key holiday shopping moment.
