👋 Introduction

Black Friday Cyber Monday (BFCM) is the biggest seasonal sales weekend of the year, and on TikTok it's where discovery meets instant purchase. Shoppable videos make it easy for viewers to go from "I like that" to "I just bought it."
During BFCM 2024, TikTok Shop saw a 165% year-over-year increase in shoppers, and over 4 billion #tiktokshopblackfriday views and 3.5 billion #tiktokshopcybermonday views. On Black Friday alone, TikTok Shop hit over $100 million in single day sales, tripling 2023's results.
As a TikTok Shop seller, this is a golden opportunity to drive sales and enhance brand visibility. TikTok's community is ready to shop, and sellers who plan early and post consistently can win big. Whether you're a seasoned TikTok Shop seller just getting started, this guide will help you plan, film, and optimize your shoppable videos so you can make the most of the holiday rush.

📖 What's Inside

• 🙌 Chapter 1: Get Ready for the Holiday Season
• 🗓️ Chapter 2: Plan Your Holiday Content Calendar
• 🎥 Chapter 3: Create High-Quality Shoppable Videos That Convert
• 📈 Chapter 4: Tracking Performance
• 🚀 Chapter 5: Maintaining Momentum
• 😎 Close

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🗓️ Chapter 1: Get Ready for the Holiday Season

Before you post any shoppable videos, make sure your products and operations are ready for holiday demand. Great videos start with great product listings.

🧩 Optimize Your Product Listings

Your product display page (PDP) is usually the first thing shoppers see. A visually appealing and informative page can help boost your search rankings, attract more shoppers, and increase conversion during the busiest time of the year, while a confusing one may send them running to your competitors. Make sure to:

• 💡 Create clear product titles: Describe what the product is and entice viewers to explore further. Highlight the product's name, brand, and key features.
• 📸 Use high-quality visuals: Upload at least 5 high-quality images and videos showcasing your products from different angles. Use a white background that's free from distractions.
• 👏 Write compelling product descriptions: Explain the product's unique benefits and features, and why it makes a great gift.

💸 Join Seasonal Campaigns & Run Promotions

It's no secret that Black Friday and Cyber Monday are peak moments when every shopper is hunting for the best deals. While we offer campaigns year-round, BFCM is where we go all in.
Throughout the holiday season, TikTok Shop will be launching special campaigns designed to help you boost engagement and sales. These include flash sales, discount coupons, and other limited-time events. Plus, you'll have the opportunity to win rewards like ad credits and coupons. Visit the Campaigns page in Seller Center to browse and register for campaigns.

💡 Holiday Pro-Tip: Bookmark this doc for everything you need to know about TikTok Shop's BFCM Campaigns.

📦 Prepare Your Operations

The holiday season is the busiest time of the year and an incredible opportunity to drive more sales, but only if you can keep up with the surge in demand. The last thing you want is to run out of stock or end up with too much product afterward. Use the Inventory Dashboard to manage your inventory effectively, so you can make the most of the holidays.

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🗓️ Chapter 2: Plan Your Holiday Content Calendar

A clear content plan helps you stay consistent, focused, and ready for the holiday rush. The key to winning BFCM is to start early, build momentum, and stay visible through December. Shoppable videos need time to gain traction, so the earlier you post, the stronger your results when shoppers start buying.

📣 Align Your Content With TikTok Shop's Holiday Campaigns

TikTok Shop offers several holiday content programs with extra visibility and rewards. Plan your posting dates around them.

• 🏆 Short Video Challenge: Post content using #tiktokshopblackfriday and/or #tiktokshopcybermonday and earn rewards like up to 3x ad credits during the campaign period.
• ⚡ Short Video Sprint Category Days: Post during your Category Day using campaign hashtags and tag themed products in your videos for the chance to win TikTok Ad credits.
• 🚀 Seller Missions: Complete tailored missions for the chance to win rewards like TikTok ad credits and user coupons.

Visit the Campaigns page in Seller Center for updates on campaign details, eligibility, and how to participate.

💡 Holiday Pro-Tip: Leave space in your content calendar to quickly jump on these limited-time campaigns. They're an easy way to ride seasonal trends and boost your end-of-year performance.

📌 Plan Your Content in Phases

• Early November: Focus on building awareness and getting your followers excited about upcoming deals.
  • ✅ Look out for Shoppable Video missions in Seller Center and start creating videos for BFCM products.
  • 🗓️ Start sharing holiday previews and teaser videos to build excitement.
• Mid-November: Go all in on selling. Post multiple shopable videos daily so they can gain traction before BFCM.
  • 📦 Focus on product demos, gift ideas, and unboxings.
  • 🔥 Feature your best-performing products and create urgency with messages like "These will sell out fast!"
  • 💬 Respond to comments and answer product questions to keep your videos discoverable.
• BFCM Weekend: This is the main event. Maximize your reach and sales when traffic is at its highest.
  • 🎥 Post multiple shoppable videos throughout the day to stay visible.
  • ❗ Highlight discounts, bundle deals, and limited-time offers.
  • ⏰ Create "last chance" videos reminding viewers that deals are ending soon.
• After BFCM Weekend: BFCM may be over, but shopping doesn't end. Keep the momentum going in December with videos on "Christmas gifting," "holiday recaps," "holiday favorites," and "last-minute gift ideas."

💡 Content Ideas

Mix different types of videos to keep your content engaging and authentic while encouraging viewers to shop.

• 🎁 Gift guides ("for her," "for him," "under $30," "for tech lovers")
• 📦 Unboxing and product reviews
• ✨ Product demos or quick "how-to" content
• 🤓 Quick tips using the products ("3 ways to style this")
• 🫶 BFCM recaps highlighting your favorite products

⏱️ Posting Frequency

Consistency is the key to success during BFCM. The more shoppable videos your post, the more chances you have to reach new audiences and drive sales. Try to film at least 3 videos for every product you plan to promote, mixing up how you talk about or demo it to keep your content interesting and help you understand which version resonates best with your audience. Here's a good posting rhythm to follow:

• Early November: At least 5-7 shoppable videos per week to build awareness.
• Mid-November: At least 3 shoppable videos per day to build momentum.
• BFCM Weekend: At least 5 shoppable videos per day to stay top of mind during peak shopping hours.
• After BFCM Weekend: At least 5 videos per week to capture last-minute shoppers.

💡 Holiday Pro-Tip: Batch your filming days and create a steady stream of content through the rest of the year. Consistency will help you drive more sales.

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🎥 Chapter 3: Create High-Quality Shoppable Videos That Convert

The quality of your shoppable videos can make all the difference. This chapter covers how to post high-quality content and how to use TikTok Shop's tools to create faster and smarter. Whether you're highlighting gift ideas, trending products, or end-of-year must-haves, these tools will help your videos perform better and convert more shoppers.

🌟 The Formula for a Great Shoppable Video

First impressions count, especially during the holidays, when shoppers are flooded with content. High-quality videos not only look good, but they perform better, convert more shoppers, and are more discoverable. Your video should grab attention, clearly show your product, and make it easy for viewers to buy. Use this simple 3-step formula:

1. 🪝 Hook: Capture attention fast with a strong visual, verbal, or text overlay hook in the first 3 seconds to stop the scroll. Show a transformation, like a before-and-after or product reveal, say something bold that will spark curiosity, and add text that quickly tells viewers what the video is all about. Combine all three hooks for maximum impact.
2. 🥩 Meat: Show how the product works and why it's worth buying. Use a multi-angle demo, like step-by-step usage, a before-and-after, and real use-cases, to highlight key benefits in practical scenarios. Keep it natural and easy to follow.
3. 📞 Call-to-Action: End with a clear, confident call to action that tells viewers exactly what to do next, like "tap the link to buy now." Keep the energy up and remind viewers of the benefit to inspire action.

🧠 Get Inspired

Coming up with video ideas is easier when you know what works for other sellers. The Get Inspired tab is a creative hub to discover what's trending, what's converting, and what your next great shoppable video could look like. Explore real examples from top-performing sellers and learn what works across videos, accounts, hashtags, and sounds to spark your next idea.
Here's what you can explore:

• 🎥 Videos: Browse top-performing shoppable videos across every category. Filter by Shops like yours, Top sales, or Most views to see what's resonating with shoppers in your domain.
• 👥 Accounts: See high-performing seller accounts ranked by followers, likes, and GMV levels. Learn how top sellers use storytelling, hooks, and product demos to drive conversions.
• #️⃣ Hashtags: Track what's trending across industries in real time. Use filters like Past 7 days or New to Top 100 to identify rising topics and integrate them into your captions.
• 🎵 Songs: Find trending sounds that are approved for business use. Sort by Last 30 days or Top new tracks to discover what's gaining traction and add them to your next shoppable video for higher visibility.

To get started, log into Seller Center, click LIVE & video on the left-hand menu, then click the Get inspired tab. Learn more in this Feature Guide.
Holiday Pro-Tip: Before filming, spend 10 minutes in the Get Inspired tab. Look for seasonal ideas, like unboxing challenges and gift reveal trends, then adopt them for your shop.

🎨 Create High-Quality Content Faster

You don't need a studio setup or editing team to make great holiday videos. TikTok Shop provides built-in tools that help sellers create faster, edit smarter, and post consistently, even when you're busy packing orders or managing campaigns.
👗 Turn Product Photos Into VideosIf you sell Womenswear or Menswear, you can use the AI Fashion Video Maker to make your listings shine without hiring a model. This tool turns your product photos into videos with models wearing your products, helping shoppers see how your product looks and fits. How to use it:

1. Log into Seller Center, click LIVE & video on the left-hand menu, then select AI Fashion Video Maker under the Overview tab.
2. Choose a product you want to promote.
3. We'll pull the main product image from your product display page (PDP). If it doesn't meet our standards, we'll notify you and ask you to upload a new photo.
4. Click Generate video. Please note that it will take approximately 30 minutes to create your video. Once it's done, you'll see the page below which indicates that your video is ready to share. We'll also notify you when it's ready to download via a push notification on your phone or a notification in your desktop browser.

Learn more about the AI Fashion Video Maker here.
⚡ Make a Shoppable Video in MinutesThe Auto-generate video tool helps you make short, ready-to-post shoppables quickly without any filming, editing, design experience needed. It pulls information straight from your product listings to build videos that are clean, consistent, and optimized for TikTok. This is especially useful for keeping your shop active and visually engaging when you don't have time to shoot new content.
Here's how it works:

1. Log into Seller Center, click LIVE & video on the left-hand menu, then select Auto-generate video under the Overview tab.
2. Pick a product you want to promote.
3. Upload at least one video and at least four clear photos that show your product from different angles.
4. Add short selling points (e.g., "Lightweight," "High-quality materials").
5. Click Generate video, review, and edit before posting.

💡 Holiday Pro-Tip: Use auto-generated videos to keep your shop active daily. Consistentcy will help you increase visibility and stay top of mind with shoppers.

🖼️ Use Ready-Made Video TemplatesIf you want your videos to look clean and consistent, use the Video templates tool. These are pre-designed layouts created by TikTok that are optimized for engagement and conversions. Each template shows exactly how many clips and text elements you need. Just swap in your own product videos or photos and you're ready to post.
Here's how it works:

1. Log into Seller Center, click LIVE & video on the left-hand menu, click the Create content tab, then select Video templates.
2. Browse templates by category or duration. Tap a template to preview it and see how many clips it requires, along with related videos from other sellers.
3. After you select a template, click Use on CapCut to customize your video. Replace the sample clips with your own footage, then add festive text overlays and upbeat music.
4. When you're done, export and post.

📌 Reminders Before Posting

✅ Check Video QualityBefore you upload your video, use the Quality Check tool to make sure it meets TikTok Shop's quality standards, especially during holiday content campaigns. All you need to do is upload your video, select the product in the video, and click Check quality. Results will be ready in 10 minutes.
To get started, log into Seller Center, click LIVE & video on the left-hand menu, then select Quality check under the Overview tab. Learn more in this Feature Guide.
🔗 Add Product LinksOnce your video is ready, tap Add link on the posting page, select the product you want to promote, and confirm the link. Clear, accurate links ensure viewers can shop and make purchases instantly, without leaving the app.
If you forget to link your products, you can use TikTok Shop's Link Products tool to add product links to videos posted within the last 30 days. All you need to do is go to TikTok Shop Creator Center, tap the Videos tab at the bottom of the screen, then select Link products. From here, you can select your video and add the respective product link.
Learn more about adding product links to your videos in this Feature Guide and adding product links to published videos in this Feature Guide.

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📈 Chapter 4: Tracking Performance

Once your shoppable videos go live, your next step is to understand what's working, what needs improvement, and how to adjust in real time during the holiday rush. TikTok Shop gives you the data and the tools you need to monitor your sales, learn from your content, and double down on what drives conversions.
🖼️ Use the Video Analytics Dashboard for the Big PictureThe Video Analytics Dashboard gives you a comprehensive overview of your sales and engagement across all your videos, including GMV, SKU orders, daily customers, product impressions, and more.
Key metrics to focus on during the holidays:

• 💰 GMV (Gross Merchandise Value): How much your videos are generating in total sales.
• 📦 Orders: Number of items purchased from your video traffic.
• 👀 Impressions & Views: How many people saw your videos in feeds, search, or on the Shop tab.
• 👆 CTR (Click-Through Rate): How many viewers tapped your product link after watching.
• 💳 Conversion Rate: How many of those clicks turned into purchases.
• 🚦 Traffic Sources: Where shoppers saw your videos, like the For You Page, Search, or the Shop tab.
• 🤝 Linked Accounts: See which creators or affiliates are driving the most sales for your shop.

To get started, go to Seller Center, navigate to Analytics on the left-hand menu, select the LIVE & video analytics tab at the top, then navigate to the Video section on the left-hand menu and select Performance. Learn more in this Feature Guide.

💡 Holiday Pro-Tips: Compare performance over the last 7, 14, or 28 days to identify trends. High views but low conversions? Improve your CTA or show your product more clearly in your videos. High CTR but low sales? Improve your PDP page with a stronger title, product description, or better images. Low impressions? Increase posting frequency and join TikTok Shop BFCM campaigns to increase your chances of getting featured.

🔎 Go Deeper with Video DiagnosisFor a closer look at individual videos, check out Video Details in Creator Center. This tool gives you personalized insights into each video, showing what's driving sales and what might be holding you back.
Here's what you'll find:

• 🎯 Core metrics: GMV, click-through rate, conversion rate, and engagement (likes, comments, shares).
• ⚠️ Quality alerts or violations: If a video violated content rules, you'll see a notice explaining why.
• 💡 Video diagnosis: Personalized suggestions, like adding narration or highlighting key selling points, to improve view retention and conversions.

💡 Holiday Pro-Tip: Visit this tool daily during the holiday season. Check which videos generate the most orders, note their video structure (hook, sound, caption), and use that formula in your next videos.

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🚀 Chapter 5: Maintaining Momentum

BFCM might be the biggest sales moment, but the momentum doesn't stop there. December is packed with ongoing TikTok Shop campaigns, new promotions, and steady shopping demand from last-minute shoppers and self-gifters. Keep showing up and adapting your content to match shopper behavior through the end of the year.

🎁 Early-Mid December

The first half of December is prime time for gift buyers. Shoppers are still searching for great deals, but now they care more about delivery times and in-stock availability. Keep the momentum going by:

• Posting daily content around trending "last-minute gift" searches.
• Featuring fast-shipping products that can still arrive on time.
• Using urgency-based hooks like "Still need a gift?" or "Arrives before Christmas!"
• Reviewing your analytics to see which BFCM are still performing and resuing that content with updated captions.

✨ Late December

Once shipping deadlines pass, shopper behavior shifts and people start buying for themselves or looking for Boxing Day and New Year sales. Stay consistent by:

• Promoting self-care products of products to get shoppers ready for the New Year.
• Updating captions to reflect the moment like "treat yourself" and "top picks for 2026."
• Reposting top-performing videos from November with refreshed edits or CTAs.

💡 Holiday Pro-Tip: Keep showing up. The post-holiday wave can be just as strong as BFCM, and it sets you up for a strong start to the new year.

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😎 Close

This holiday season is your time to shine. Every shoppable video you post is a chance to inspire, engage, and convert shoppers.
You now have everything you need—the tools, tips, and inspiration—to make it happen. Now go create your next best-selling moment. Happy Holidays! We'll see you on TikTok. 🫶