TikTok Shop is entering the 2025 holiday season with strong momentum and clear signals of rapid growth. Black Friday and Cyber Monday were major turning points last year, when the platform proved it could compete with the largest retail players. With consumers now relying heavily on short-form discovery, creator recommendations, and quick purchasing moments, TikTok Shop is on track to double its holiday revenue year over year.
Charm data shows how quickly this shift is happening. TikTok Shop generated $267M during the 2024 holiday weekend. In 2025, sales are projected to reach $542M as creator activity increases, consumer engagement strengthens, ad investment becomes more strategic, and TikTok Shop continues to prove itself as an effective ecommerce sales channel. These trends position TikTok Shop as one of the most influential forces in the U.S. holiday market.
Key Takeaways
TikTok Shop is growing fast during the holiday season. In 2024, Black Friday through Cyber Monday brought in $267M in U.S. sales. For 2025, that number is expected to reach $542M, which is a 103% increase (the overall YoY increase we’ve seen from TikTok Shop sales in 2024 to 2025).
Each day of the weekend is projected to nearly double last year’s results. This shows how quickly shoppers, creators, and brands are adopting TikTok Shop and how central the platform is becoming during the holiday rush.
TikTok Shop’s 2024 holiday results offer a clear view of how rapidly the platform is scaling. Across the four-day shopping window, Black Friday through Cyber Monday, TikTok Shop generated $267.1 Million in U.S. sales:
These numbers reflect a powerful combination of early momentum, creator-driven demand cycles, and a spike in November ad spend.
TikTok Shop’s 2025 holiday season will surpass every previous performance benchmark, with U.S. sales projected to reach $542.1 Million which is more than double of the 2024’s total. The forecasted breakdown is:
These increases represent a platform-wide surge in demand, performance, and consumer adoption.
TikTok Shop’s 2025 holiday surge isn’t just an opportunity; it’s a competitive arena where brands that prepare now will capture disproportionate returns. The tactics that fueled last year’s top shops reflect clear best practices for the season ahead.
The top performers of 2024 showed how consistent output and smart product positioning translate into real revenue. Brands like Tarte, Halara, and Goli led the season, with Tarte alone generating $22.4M in two months. Their approach was simple: maintain steady content volume, activate creators at scale, and keep their products visible across every surface of TikTok Shop.
The products that topped the charts reinforce this pattern. Items such as Goli’s ashwagandha gummies at $7.6M and Cata-Kor’s NAD+ supplement at $7.5M succeeded because they stayed in front of shoppers through constant creator-driven storytelling.
Shoppers begin looking for Black Friday deals as early as September, and the data shows how quickly interest climbs once the season starts. From February through August, #BlackFriday content stayed under nine million monthly views and generated less than $300K per month.
In September, activity jumped to 58.7M views and $1M in revenue, signaling the start of real demand. By November, the hashtag peaked at 1.2B views and $42M in revenue.
Brands that show up early build momentum before the rush. The most effective sequence begins with light discovery content in September, followed by stronger creator partnerships in October, and heavier ad investment in early November. This positions brands to capture the highest-intent traffic during the Black Friday weekend.
Holiday hashtags play a major role in driving conversions on TikTok Shop. In 2024, tags like #tiktokshopblackfriday and #tiktokshopcybermonday generated $248.59M and $205.48M in revenue, supported by billions of views. Even secondary hashtags such as #falldealsforyou, #giftideas, and #blackfridaydeals produced meaningful GMV, showing that shoppers use a wide range of seasonal tags while browsing for holiday deals.
The early signals for 2025 point to a similar pattern. Tags such as #tiktokshopblackfriday, #fallfashion, #skincare, and #ootd are already generating strong revenue and high view volume months before the holiday season begins.
This mix of seasonal and evergreen hashtags matters because it widens the paths through which shoppers discover products. Brands that actively post into proven, revenue-driving tags give themselves more surface area to be found and more opportunities to convert high-intent shoppers.
Ad spend played a major role in 2024’s holiday outcomes. November delivered the highest revenue of the year at more than $1.1B, and it was also the month with the highest video ad spend. As brands increased their investment, revenue climbed in step, showing a clear link between paid amplification and conversions on TikTok Shop.
The top performers leaned into this strategy. Holiday-winning brands invested an average of $2.5M across November and December. Some shops generated higher overall revenue, while others achieved stronger ROAS, but the common pattern was consistent investment during the peak season.
Brands like Tarte, Medicube, and Goli showed how sustained ad spend helps maintain visibility and turn high-intent traffic into sales during the most competitive shopping period of the year.
Creator reach is one of the clearest drivers of success on TikTok Shop. The top 100 shops in Beauty and Health worked with 5,000 creators, produced 13.2K videos, and generated 370M views, which translated to 565K units sold and $14.2M in monthly sales.
In comparison, the next 900 shops operated with far smaller creator networks and saw significantly lower output and revenue. This gap shows how scale directly expands reach and strengthens a shop’s ability to convert.
The correlation charts reinforce this pattern. Shops producing more videos and generating more video views consistently see higher revenue and stronger unit sales. With R-squared values of 0.76 for revenue and 0.79 for unit volume, the data makes it clear that creator activity and content throughput are essential for growth. Brands that build broad creator ecosystems and maintain steady content volume put themselves in the strongest position to win on TikTok Shop.
TikTok Shop’s accelerating holiday momentum is underscored by insights from two industry authorities: Stephanie Tramicheck, founder of The Tok newsletter, and Alex Nisenzon, CEO of Charm.io. The Tok has become the fastest-growing newsletter for DTC operators, delivering step-by-step launch frameworks, creator playbooks, and performance-driven strategies that help brands grow and sell profitably on TikTok Shop.
Charm complements this strategic lens with the industry’s most robust dataset on TikTok Shop revenue, creators, ad spend, and category performance. Together, Tramicheck’s strategic frameworks and Charm’s data-backed intelligence illuminate the details behind TikTok Shop’s explosive growth and outline how brands can position themselves to capitalize on this defining holiday moment.
Book a demo with Charm today and gain the intelligence you need to outperform competitors and capture your share of 2025’s record-breaking holiday demand.