TikTok predicts biggest UK festive season yet driven by Live shopping

TikTok is predicting a bumper Christmas for its UK retail platform, marking its “biggest retail moment yet”. 

This will be driven by an “unprecedented surge” in Live shopping sessions and a projected 58% year-on-year increase in ad spend revenue from retail and e-commerce clients for the festive period.

“This growth comes as more businesses join the platform and drive real-world impact and sales this festive period, through the power of ‘discovery commerce’” TikTok said.

Claiming over 200,000 active businesses on TikTok Shop in the UK, double the number of last year, the number of daily Live shopping sessions has increased by over 64% in the last 12 months, with daily sales increasing by 93% over the same time period. 

Expecting “millions” of consumers to shop via Live sessions throughout November and December, it said the Black Friday period alone “is set to deliver triple-digit year-on-year growth on TikTok Shop.

TikTok also said key trading categories and products on its UK site this Christmas will include Hair and Beauty (“with a beauty item selling every two seconds”); Fragrance, “one of the most popular categories when it comes to holiday spending on the platform” with popular lines including 1 Million by Paco Rabanne, Prada Paradoxe and scents from Jean Paul Gaultier and Carolina Herrera; and Pre-loved luxury, which is expected to top wishlists this year, with purchases increasing by almost 30% this month.