TikTok Shop launches major Black Friday campaign in Brazil

TikTok Shop has announced an extensive Black Friday campaign in Brazil, spanning from late October through December 12. The platform is investing R$ 100 million in coupons, offering discounts of up to 70%, free shipping on selected items, and interest-free installment plans for up to 12 months.

The strategy focuses on “social commerce,” integrating shopping directly into user entertainment. A study conducted by TikTok Shop in partnership with NielsenIQ indicates that 74% of online shoppers approve of combining shopping with entertainment, while 91% of existing platform purchasers report discovering new brands and products through the app.

The campaign features a segmented calendar with specific focus days for various categories, including home and kitchen, technology, beauty, and fashion. Gustavo Mondo, TikTok Shop Brazil’s Home & Living category director, noted that the platform aims to capture users during their leisure time by presenting products that align with their lifestyle directly within their video feeds.