TikTok Shop’s US Black Friday sale will run from November 11 to November 30, starting a day ahead of the 2025 event, according to Julia Waldow at Modern Retail. Best Buy, Ulta Beauty and Sephora are going through their first holiday season on TikTok Shop, and shoppers can now use the platform’s new AI assistant to find gifts. Livestreams will again be the centerpiece, after TikTok Shop sales passed $500 million over last year’s four-day Black Friday weekend. Brands are leaning on products sold only on TikTok Shop, including a Beachwaver curling iron designed with teen creator Preslee Faith and advent calendars from Tarte and E.l.f. Cosmetics.
