TikTok Shop records its highest sales day in the UK for Black Friday

On Black Friday, November 28, TikTok Shop sold 27 items every second and recorded its highest sales on the platform in the UK to date, surpassing last year’s record-breaking performance by 50 percent across the full Black Friday/Cyber Monday period, from Friday, November 21, to Monday, December 1.

The peak of the activity was Black Friday itself, with TikTok Shop revealing that the number of people shopping on the platform increased by almost a third (28 percent) compared with the same period as last year, as more Brits turned to the social media shop to discover Black Friday deals and new ways to buy online.

UK brands and sellers of all sizes drove this growth, added TikTok Shop, resulting in an 85 percent increase in total sellers generating sales during the Black Friday period. Live Shopping also saw record-breaking engagement, with a 68 percent increase in live shopping sales and thousands of brands and creators driving real-time shopping moments throughout the week.

Among the brands that capitalised on the platform included fashion, homeware and beauty retailer Marks and Spencer, which recently launched on TikTok Shop and reported a “strong performance” and sell-out collections over Black Friday. There was also sales success for Crocs, Wonderskin, and Look Fantastic, as well as Sainsbury’s, which sold out its Tu Christmas pyjamas within one week after dropping them early on TikTok Shop.

The record-breaking sales were also driven by QVC UK, which brought its 30-year live shopping heritage to TikTok Shop with a 10-hour ‘Black Friday Eve’ Live broadcast from its Chiswick studio, and had its most successful day of trade on TikTok Shop UK to date, up 34 percent on its last major event in October. The broadcaster’s success highlights how the TikTok Shop isn’t just for younger audiences, with 80 percent of QVC’s customer base on the platform aged over 35.

Jan Wilk, head of TikTok Shop UK, said in a statement: "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.”