TikTok Shop Generates $500M in Black Friday Sales as Black Creators Encourage Customers to 'Buy Black'

TikTok Shop experienced a record-breaking Black FridayCyber Monday weekend, fueled by Black creators encouraging their followers to support Black-owned businesses. Influencer Talia Cadet shared a video that reached over 48,000 views and 4,000 likes, showcasing five Black-owned brands she was shopping from. Featured items included Elle Vies body care products, Anima Iris handcrafted Senegalese leather bags, a Danessa Myricks beauty set, eyewear from Elisa Johnson, and jewelry from Oma the Label.

Another TikTok creator, Fisayo OG, highlighted several beauty and shapewear brands she backed during the weekend, including Meji Meji, Marviano Cosmetics, Fumi the Label, and Tarssee. She encouraged her followers to prioritize shopping from Black-owned businesses.

The surge in support for Black-owned businesses significantly contributed to TikTok Shops success, with U.S. sales increasing nearly 50% compared to last year, totaling over $500 million across the four-day period. Live Shopping played a major role, providing brands and creators with new ways to engage and retain shoppers. The platform reported growth in both returning and first-time buyers.

Patrick Nommensen, head of strategic initiatives for TikTok Shop in the Americas, stated, Live Shopping creates a dynamic, interactive environment where users connect with brands in real time, explore products, and engage directly. This builds trust, strengthens community, and fosters long-term loyalty.

Brands and sellers who hosted livestreams saw an 84% boost in sales compared to last year, with shoppers tuning in to more than 760,000 livestream sessions. TikTok has increasingly become a destination for gift inspiration, with surveys indicating that one in three users turn to the platform for holiday gift ideas, and 83% of TikTok Shop shoppers discovering new products there.

As the holiday season continues, TikTok Shops promotion of Black-owned businesses may place more diverse gifts under holiday trees nationwide.

Author: Lucas Grant