TikTok Reveals Holiday Shopping Trends Ahead of Black Friday

TikTok has released new data on holiday shopping behavior in its app, giving marketers a look at what shoppers want ahead of Black Friday and Cyber Monday. The company says seasonal planning is already underway, with #holidayshopping content up 263% month over month in September.

Luxury, Collectibles and Fashion Lead Rising Trends

TikTok said its users are 2.5 times more likely to buy a luxury item as a gift this Black Friday and Cyber Monday. In-app searches for gold jewelry jumped 1,134% month over month in September, while opal rings rose 825% and friendship bracelets 120%. Collectibles sales, including sports trading cards, coins and figurines, climbed 230% year over year in October, and searches for squishy toys rose 149%. One in five U.S. users expect to buy gaming devices or items. In fashion and beauty, Christmas pajamas grew 297% and “fall nails inspo” 251%, while womenswear made up a third of fashion sales this year.

TikTok Shop sales surpassed $500 million from Black Friday to Cyber Monday in 2025. Live commerce is a growing driver, with TikTok Live sales rising 84% 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 the format to play an even bigger role this season.

Happy Returns Partnership Targets Returns Friction

TikTok also announced a partnership with Happy Returns, letting shoppers get instant refunds at about 10,000 Return Bar locations across the U.S. The company says the move will spare sellers the cost and complexity of building their own reverse logistics.

With more sales opportunities, more interested shoppers and stronger buyer protections, TikTok appears to be solidifying its in-app shopping push. Brands planning holiday campaigns can use these trends to shape their promotions.