AsianFin -- TikTok Shop has officially kicked off preparations for its 2025 Global Black Friday sales season, targeting major markets including the U.S., U.K., Germany, France, Italy, Spain, Japan, and Mexico.

The campaign will run from late October through early December, with the platform rolling out its largest annual promotional resources and upgraded engagement features to help cross-border merchants capture peak-year sales.

For this year’s Black Friday, TikTok Shop plans to invest over $1.3 billion in on- and off-platform exposure, supporting both self-operated (POP) merchants and fully managed sellers. The platform is introducing a wider array of promotional tools, including fully sponsored vouchers—the highest proportion the platform has offered all year. Merchants can also participate in category-specific events ahead of Black Friday, while new brand engagement features, such as the “New Novelty Picks” showcase, aim to amplify discoverability.

Enhanced content support is another key focus, with TikTok Shop providing boosted resources to help creators and merchants maximize visibility and engagement during the promotional period. The initiative underscores TikTok Shop’s ambition to strengthen its cross-border e-commerce ecosystem and drive record-breaking sales for merchants during the year-end shopping season.