TikTok Shop has revealed the trends, brands, and shopping experiences shaping the 2026 holiday season in the USA, as Black Friday and Cyber Monday return to the platform from 11 to 30 November.

Holiday planning is already underway on TikTok, with #holidayshopping content rising 263% in September compared with the month prior. In 2025, there were more than 100 billion searches with e-commerce intent on TikTok Shop in the USA.

A destination for holiday shopping

• Three years after launching in the USA, TikTok Shop has expanded its selection across product categories by more than 1,200% since 2024.
• Sephora, Michael Kors, Best Buy, Ulta Beauty and Victoria’s Secret are among the brands that have joined TikTok Shop this year.
• According to GlobalData research, 67% of Americans on the platform say they trust a large brand the same or more when they encounter it on TikTok Shop compared with another platform, rising to 82% among users aged 18-24.

Trends shaping 2026 holiday lists

September 2026 saw strong month-on-month growth across:

• #fallwishlist +450%
• #giftsforwomen +440%
• #holidaygiftideas +248%
• #holidaydecor +97%
• #bananabreadrecipes +1503%

• Pre-owned luxury finds are having a moment - TikTok users in the USA are 2.5 times more likely to buy a luxury item as a gift this Black Friday and Cyber Monday. The highest-priced item bought on TikTok Shop in the USA this year was a pre-owned luxury bag for $25,580.
• Jewellery sparkles for shoppers - 22% of TikTok users in the USA expect to buy accessories, including jewellery, this Black Friday and Cyber Monday. In September, searches for “gold jewelry” rose 1,134% and “opal rings” 825% month-on-month, while #friendshipbracelet searches increased 120%.
• The collectibles hunt is on - Collectibles category sales on TikTok Shop grew 230% year-on-year in October, and searches for “squishy toys” rose 149% in September.
• Game on - One in five TikTok users in the USA expect to buy gaming devices or items this Black Friday and Cyber Monday.
• Holiday fits start now - #christmaspajamas content rose 297% month-on-month from August to September, and womenswear accounts for a third of all fashion category sales on TikTok Shop so far this year. Searches for “fall nails inspo” increased 251% and “fall nails” 333%.

Holiday shopping enters its LIVE era

• “TikTok Shop shopping” content grew 1,017% month-on-month from August to September.
• Rihanna joined Fenty Beauty on TikTok Shop LIVE, where over one million users tuned in during the 12-hour livestream, generating 53 million impressions.
• During the 2025 four-day Black Friday and Cyber Monday weekend, TikTok Shop’s sales surpassed $500 million, and sellers hosting livestreams saw 84% year-on-year sales growth across more than 760,000 sessions and 1.6 billion views.
• LIVE Shopping sales on TikTok Shop in the USA more than doubled year-on-year in the first half of 2026.

TikTok Shop is also introducing a 3-Day Delivery badge on eligible products, and eligible purchases can now be returned at approximately 10,000 Happy Returns locations across the USA, with no box or label needed.

For more information, visit newsroom.tiktok.com.