Building on a reputation for record-breaking sales events, TikTok Shop looks to have done it again. The platform has recorded its “biggest sales day in its UK history”, with Black Friday surpassing last year’s record-breaking performance by 50% across the full four-day weekend trading period.
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The peak came on Black Friday becoming TikTok’s “highest-grossing [day] in the platform’s history in the UK” with 27 items selling every second, it said.
Shoppers started earlier than ever with ‘Fake Friday’ (the week before Black Friday) 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 main weekend and was the most popular search related to Black Friday in 2025.
The number of people shopping on the platform increased by 28% compared with the same period as last year.
UK brands and sellers of all sizes “drove this growth”, with an 85% increase in total sellers generating sales during the main period. Live Shopping also saw record-breaking engagement, with a 68% increase in live shopping sales.
Among the favourites were beauty brand Look Fantastic alongside strong performances from major brands including M&S, footwear brand Crocs, and make-up brand Wonderskin.
Jan Wilk, head of TikTok Shop UK, said: “This [Black Friday 2025] 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.”
