Global spending on social media platforms during Black Friday reached new highs this year, as consumers increasingly turned to channels such as TikTok for both browsing and completing their purchases. Data from commerce solutions provider Rithum shows that global sales volume through social channels on Black Friday grew by 152% year over year, with a similar surge of 140% recorded during the Thanksgiving sales period.
Online shift
In the UK, eCommerce sales climbed 27% compared to 2024, marking a significant shift in the way shoppers approach major retail events. While online activity accelerated, traditional retail footfall declined by 2%, according to figures from MRI. The figures underline a growing preference for digital channels over physical stores during the high-traffic shopping week.
Social checkout trends
Social media feeds are no longer just places for product discovery. According to Rithum’s analysis, shoppers now use social platforms as primary destinations for checking out both essential and more expensive items. The data indicates that purchases through social platforms are no longer confined to impulse ‘viral’ buys but include a broader range of items.
Category mix
Home and garden overtook health and beauty, traditionally one of the strongest categories for social sales. Clothing, shoes and accessories remain the highest grossing group. Business and industrial products, as well as parts and accessories, appeared among the top-selling categories, suggesting that consumer demand is diversifying beyond customary sectors associated with online social shopping.
The list of top-performing categories through social commerce also included sporting goods, music, toys and hobbies, musical instruments and gear, and books.
Role of creators
“Social selling was the breakout story of Cyber Week. Creator-led selling pages are increasingly becoming mainstream, building credibility and a sense of familiarity. Through interactive posts, livestreams, and personalised content, creators showcase products in real-world settings, giving shoppers confidence in their purchasing decisions. Combined with convenience, speed, and accessible pricing through integrated discovery tools and seamless checkout, these pages make it easier for shoppers to buy online rather than visit stores in person,” said Lou Keyes, CEO, Rithum.
Beyond fashion and beauty, shoppers completed entire transactions in sectors such as home and electronics directly within their social feeds.
Sales channels
Rithum reports a notable increase in retailers adopting social media as a measurable, revenue-generating channel. The company attributes this trend to increased consumer comfort with integrated checkout solutions. Retailers and brands have responded by investing more in making their product offerings accessible on the platforms where shoppers are increasingly spending their time.
“Across the Rithum network, social selling GMV surged with triple-digit year-over-year growth. Shoppers aren’t just discovering products in their feeds anymore. They’re completing the entire journey there, especially in highly competitive categories like fashion, home, beauty, and electronics. Rithum is powering that shift behind the scenes, helping retailers and brands turn social into a scaled, measurable revenue channel rather than a pilot initiative,” said Keyes.
