TikTok Shop’s holiday strategy relies on discounts, live shopping, and exclusive products from top brands

The news: TikTok Shop plans to win over holiday shoppers ahead of Black Friday with its “Brand Palooza” campaign.

• The event will feature exclusive offers and products from brands like Benefit Cosmetics, HeyDude, and Liquid I.V., as well as shoppable “super livestreams” with yet-to-be-named celebrities.
• The campaign will run from November 13 to 27.

More discounts: While TikTok Shop is yet to announce its Black Friday plans, it is rolling out exclusive deals that shoppers can access in the back half of the Cyber Five (November 30 to December 2)—provided they choose Venmo as their checkout method.

• First-time TikTok Shop buyers will get a 25% discount on purchases of $45 or more, and up to $20.
• Returning shoppers qualify for the 25% promotion on orders of $85 or above, with a maximum discount of $35.

The big picture: TikTok Shop’s goal this holiday season is “to sell a lot,” its head of US operations Nico Le Bourgeois told Business Insider, mainly by leveraging its strength as an important channel for product discovery (and, consequently, impulse purchases).

• Live shopping is a key aspect of that strategy, given its ability to engage and entertain shoppers, promote product discovery, and encourage more frequent purchases.
• The platform is also working on adding more products to its marketplace to boost its shopper appeal: Users can now buy refurbished electronics from sellers, and the company is in the early stages of enabling creators to develop custom products.

TikTok Shop’s planned promotions and livestream campaigns should resonate with Gen Z consumers, over half (54%) of whom plan to buy gifts on the platform this year, per a Fiverr survey.

Go further: Check out our reports on the Gen Z Path to Purchase 2024, Consumer Approaches Toward Social Commerce, and 4 Charts on Social Shopping Habits.