TikTok Shop has released Road to Black Friday, a new documentary series going behind the scenes with Princess Polly, Dossier, and SharkNinja to show how the three brands are preparing for the holiday season and using Discovery E-commerce to drive growth throughout the year.

In September 2026, #holidayshopping content on TikTok increased 263% month-on-month, while TikTok Shop recorded more than 100 billion searches with e-commerce intent in the USA in 2025. During the four-day 2025 Black Friday and Cyber Monday (BFCM) weekend, TikTok Shop sales surpassed $500 million, and sellers hosting livestreams achieved 84% year-on-year sales growth.

How the brands are building for the season

• Princess Polly connects fashion trends to commerce - The brand works with hundreds of creators each month and reported more than 6,000 TikTok Shop creator videos going live in a single month, using the resulting signals to help identify emerging demand and consider restocks, new colours or changes to future assortments. “TikTok Shop has really allowed us to meet the shopper where they are,” said Caroline, Princess Polly’s US PR and Brand Director.
• Dossier translates fragrance through creator content and LIVE - Because shoppers can’t smell a product through a screen, creators describe notes, moods, memories, and occasions to help them imagine the experience. CMO Elsa Levy shared that the brand 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. “You have the creators, you have the shop, you have the logistics. I think that’s fantastic,” said Founder and CEO Sergio Tache.
• SharkNinja brings product innovation to life - Creators bring products into real homes, while LIVE lets shoppers ask to see specific features in real time. The brand has seen discovery on TikTok create a broader halo effect across its retail and e-commerce business. “We like to say TikTok Shop is the new infomercial,” said Lauren McGinnis, Vice President of Direct Consumer for the Americas and Southern Europe at SharkNinja.

Three lessons for brands preparing for BFCM

• Build content before the campaign begins - Develop product stories, creator partnerships and LIVE plans early enough to test and improve them.
• Connect discovery with operations - Content performance should inform inventory, assortment, offers and fulfilment planning.
• Treat creators and LIVE as commerce infrastructure - Both can support education, trust, service, feedback and conversion, not simply awareness.

TikTok Shop’s 2026 Black Friday and Cyber Monday campaign runs from 11 to 30 November. Product registration is open from 27 September to 30 November 2026, and content registration is open from 30 September to 30 November 2026, through Seller Center.

For more information, visit seller.tiktok.com.