TikTok Showcases Brand Tactics for Black Friday

TikTok Publishes a Road to Black Friday Series

TikTok has released a new set of videos on how brands use the app for shopping promotions and as a channel for product discovery and purchases. The series, called “Road to Black Friday,” looks at how three businesses have used TikTok’s shopping tools to maximize sales.

The examples appear in a seller blog and in a post from @sellwithtiktokshop_us. The post frames the material as three brands, three growth stories, and one road to Black Friday. It points to Dossier Perfume, Princess Polly, and SharkNinja, and says those brands are using content, creators, and LIVE to turn discovery into growth on TikTok Shop. The same post tells sellers that BFCM preparation starts now and directs them to a link in the account bio to check eligibility and start registering products and content.

The seller post is available on TikTok at https://www.tiktok.com/@sellwithtiktokshop_us/video/7696526019036974366. TikTok’s related seller article is at https://seller.tiktok.com/blog/how-princess-polly-dossier-and-sharkninja-turn-discovery-into-holiday-growth-on-tiktok-shop/10025752/.

How the Featured Brands Use TikTok Shop

The companies outlined parts of their TikTok activity, including creator partnerships and TikTok Live, as ways to increase exposure and connection. Several of the details operate at a large scale.

Princess Polly’s Creator Volume

Fashion retailer Princess Polly worked with hundreds of creators each month. The retailer also participated in about 6,000 TikTok Shop creator videos in a single month.

Dossier’s Creator and Sampling Activity

Fragrance brand Dossier works with thousands of creators, has more than 80,000 videos in market, and samples products to approximately 1,000 to 5,000 creators each month, TikTok said.

SharkNinja’s Use of TikTok Live

Appliance maker SharkNinja uses TikTok Live to answer shopper questions, gather feedback, and refine content performance.

Holiday Shopping Figures TikTok Reported

TikTok reported that in September 2026, #holidayshopping content increased 263% month over month. TikTok Shop listings also appeared in more than 100 billion U.S. searches with e-commerce intent in 2025. During the Black Friday/Cyber Monday weekend last year, TikTok Shop sales exceeded $500 million.

TikTok also said that sellers hosting livestreams achieved 84% year-over-year sales growth.

What the Series Puts in Front of Sellers

Across the three examples, the series focuses on creator collaborations, a high volume of shoppable videos, and livestreaming. Princess Polly’s and Dossier’s figures describe large creator networks, substantial video counts, and, in Dossier’s case, monthly product sampling to creators. SharkNinja’s example centers on Live sessions used to respond to shoppers, collect feedback, and adjust how content performs.

The accompanying seller post ties that activity to TikTok Shop and tells sellers to begin Black Friday/Cyber Monday preparation by checking eligibility and registering products and content. like.tg continues monitoring social media platform updates as brands prepare seasonal selling activity on TikTok Shop.