TikTok Shop hits new UK sales record as Black Friday drives 50% growth

TikTok Shop has reported its strongest sales performance to date in the UK, with Black Friday 2025 surpassing last year’s record by 50% across the full Black Friday-Cyber Monday period.

The platform said the peak occurred on Black Friday itself, now the highest-grossing day in its UK history, with shoppers purchasing 27 items per second.

Early consumer activity also played a significant role. The week before Black Friday matched the sales achieved on Black Friday 2024.

Searches for "TikTok Shop Black Friday" also rose 404% over the Black Friday weekend, making it the most popular Black Friday-related search term on the platform in 2025.

Overall shopper numbers increased by 28% compared with the same period last year, according to TikTok Shop. The number of active sellers also grew, with an 85% increase in UK brands and merchants generating sales during the Black Friday period.

LIVE Shopping was another area of "strong" performance, with a 68% rise in live-shopping sales driven by thousands of brands and creators hosting events during the week. Among the top performers were Shark UK, Ninja Kitchen, Lookfantastic, Marks & Spencer, Crocs and Wonderskin.

QVC UK also contributed to the surge, hosting a 10-hour "Black Friday Eve" livestream from its Chiswick studio. The broadcaster recorded its most successful trading day on TikTok Shop to date, up 34% on its previous major event in October.

TikTok Shop noted that 80% of QVC’s customer base on the platform is aged over 35, signalling broader demographic engagement beyond younger users.

The momentum aligns with predictions from Barclays Consumer Spend research, which identified TikTok Shop as a popular choice among Gen Z shoppers - 45% of whom were expected to use the platform during this year’s Black Friday period.

Meanwhile, established UK retailers are increasingly participating, with a 36% rise in major high-street brands joining TikTok Shop’s Black Friday and Cyber Monday initiatives compared with 2024.

Jan Wilk, Head of TikTok Shop UK, described 2025 as a "record-breaking moment", attributing the growth to early demand and strong participation from 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," said Wilk.

It comes alongside continued expansion for TikTok Shop in 2025. The number of new small-business sellers joining the platform increased by 200% from October through the Black Friday period.

TikTok Shop also reported 1.6 million products available during the event, while advertising revenue reached a record level, with retail ad spend on TikTok UK rising 70% year-on-year during the peak holiday period.