TikTok Shop breaks Black Friday records as M&S, Saumsung, Clarks and Sainsbury's go live
TikTok Shop has notched up its biggest sales day in its UK history, with Black Friday 2025 surpassing last year’s performance by 50% across the full Black Friday/Cyber Monday period.
Last Friday, 27 items were 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 weekend and was the most popular search related to the event in 2025.
The number of people shopping on the platform increased by 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 this period. Live Shopping also saw record breaking engagement, with a 68% increase in sales and thousands of brands and creators driving real-time shopping moments throughout the week.
Leading the way were brands including Shark UK, Ninja Kitchen, Look Fantastic, alongside strong performances from the likes of M&S, Crocs, and Wonderskin.
QVC UK also played a key role, bringing its 30-year live shopping heritage to TikTok Shop with a ten-hour ‘Black Friday Eve’ 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.
Jan Wilk, Head of TikTok Shop UK, says: "Black Friday 2025 has been a record breaking moment, 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 home and beauty products instantly shoppable on TikTok Shop with sell out collections over Black Friday
Samsung - joining for Cyber Monday, bringing a curated selection of devices alongside exclusive offers and its first Live shopping event on 11th December
Clarks - expanding its global digital footprint by launching this month
Sainsbury’s - sold out its TU Christmas pyjamas within one week after dropping them early.
2025 RTIH INNOVATION AWARDS
Social commerce was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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