TikTok Shop runs its Black Friday and Cyber Monday campaign from 11 to 30 November.
TikTok Shop’s holiday campaign runs 11 to 30 November, and US shoppers can now return eligible orders at about 10,000 Happy Returns locations.
TikTok Shop’s Black Friday and Cyber Monday campaign runs from 11 November to 30 November, TikTok said in a post on its US newsroom on 14 October 2026.
The post sets out what US shoppers can expect from TikTok Shop this season, alongside the platform’s own data on what they are already searching for.
Two shopper features are highlighted for the season. Eligible products carry a 3-Day Delivery badge when they are expected to arrive within three business days, and, new this autumn, eligible purchases can be returned at approximately 10,000 Happy Returns locations across the US with no box or label needed. Eligible jewellery purchases can also come with one year of third-party insurance protection.
The numbers TikTok gives
- In 2025 there were more than 100 billion searches with e-commerce intent on TikTok Shop in the US.
- Since 2024, TikTok Shop has expanded selection across product categories by more than 1,200%.
- Nearly a third of US TikTok users expect to buy a gift this Black Friday.
- During the 2025 four-day Black Friday and Cyber Monday weekend, TikTok Shop’s sales passed $500 million, and sellers hosting livestreams saw 84% year-on-year sales growth across more than 760,000 sessions and 1.6 billion views.
- LIVE Shopping sales in the US more than doubled in the first half of 2026, year on year.
- #holidayshopping content rose 263% in September compared with August.
- GlobalData research found 67% of Americans on the platform trust a large brand the same or more when they meet it on TikTok Shop than on another platform, rising to 82% among US TikTok Shop users aged 18 to 24. The post does not give the sample size.
Who is selling and what is moving
Sephora, Michael Kors, Best Buy, Ulta Beauty and Victoria’s Secret are among the brands that joined TikTok Shop this year. The categories TikTok highlights are pre-owned luxury, jewellery, collectibles (category sales up 230% year on year in October), gaming and womenswear, which accounts for a third of fashion category sales so far this year.
What it means for brands
For a brand selling through TikTok Shop in the US, the campaign is a three-week window rather than a single weekend, and TikTok says it expects LIVE Shopping to play an even bigger role this season. This week, put LIVE sessions into your 11 to 30 November calendar and check which of your products qualify for the 3-Day Delivery badge, since that is the badge shoppers are told to look for. The post covers the US and says nothing about other markets.
Sources
The NBK Social briefing
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