TikTok Shop opens its biggest holiday sale on Nov. 11 with major retailers

TikTok Shop, the shopping section inside the TikTok app, opens its biggest holiday sale on Nov. 11. It runs through Nov. 30, one day earlier than last year. For the first time, Best Buy, Ulta Beauty and Sephora will sell on the platform, so shoppers will see more major retailers there than ever before.

What changed

Shoppers can buy products and watch livestreams, which are live video sales hosted by sellers. Brands in the sale include Beachwaver and Old Navy. TikTok Shop also has a new AI assistant that helps people browse and buy holiday gifts.

Interest is already building. TikTok Shop data shows nearly a third of U.S. TikTok users expect to buy a gift this Black Friday. Posts tagged #holidayshopping rose 263% from August to September.

Why live video matters

Last year's four-day Black Friday and Cyber Monday weekend brought more than $500 million in TikTok Shop sales. Sellers who hosted livestreams saw sales grow 84% from the year before, across more than 760,000 sessions. TikTok expects live shopping to matter even more this season.

What brands are offering

Many brands are leaning on special products rather than deep discounts. An executive at E.l.f. Cosmetics said its approach is less about promotions and more about discovery and limited editions.

• Beachwaver is selling a TikTok Shop-exclusive curling iron designed with 16-year-old creator Preslee Faith, launching Nov. 11.
• E.l.f. is selling a 24-day Beauty Advent Calendar and has sold more than 2,500 units so far.
• Tarte has a new Advent calendar with seven full-size lip products, and a second edition is coming in the coming weeks.
• Gap, Banana Republic and Old Navy will run Cyber Week promotions and feature seasonal items.

What it means for you

If you shop online, expect more big-name deals, live sales and products you can only find in the app. Exclusive items may not be sold anywhere else, so it helps to know what you are buying before the sale starts.

If you sell online, the numbers point to livestreams and creator partnerships as the tools getting the most attention. Beachwaver, for example, worked directly with a creator to design its product and hopes shoppers will post unboxing videos.

What is not known yet

The material does not say what discounts Best Buy, Ulta Beauty or Sephora will offer, or which products they will list. It also does not say how this year's sales will compare with last year's $500 million weekend.