TikTok Shop UK Hit 27 Sales Per Second on Record Black Friday

One Friday, Thousands of Sales

Last Friday became the platform’s biggest sales day in the UK. 27 products per second – that’s not science fiction, but the reality of new shopping habits. Worth noting: people started buying a week earlier during “Fake Friday”, when TikTok Shop hit the same sales as last year’s entire Black Friday.

Searches for “TikTok Shop Black Friday” jumped 404% over the weekend and became the most popular Black Friday search term in 2025. It’s no coincidence – customers simply feel natural on the platform, and shopping becomes part of the fun rather than a chore.

Small and Big Players in the Game

The number of shoppers grew 28% year-on-year, but the bigger jump came from sellers. An 85% increase in active sellers shows that TikTok Shop is no longer an experiment but a mandatory stop in e-commerce strategy.

Live shopping saw a 68% revenue increase. Brands like Shark UK, Ninja Kitchen and Look Fantastic dominated, but QVC UK tells an interesting story. The TV giant with 30 years of history broadcast a 10-hour Black Friday Eve live show directly from its Chiswick studio. The result? The most successful day on TikTok Shop UK, up 34% from the previous event.

Generations Mix

QVC UK has 80% of customers over 35 on TikTok Shop, debunking the myth that the platform is only for young people. Although Barclays predicted that 45% of Gen Z shoppers would use TikTok Shop, the data shows a broader picture.

This year marks a turning point: a 36% increase in established British high-street brands on TikTok Shop during BFCM. M&S, Crocs, Wonderskin – names you might not have expected on TikTok a year ago. Discovery commerce is no longer a trend but a necessity.

The question for e-commerce managers isn’t whether to enter TikTok Shop, but when and how to do it right.