Summer events account for highest percent of TikTok Shop, Amazon sales

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Around 4% of TikTok Shop’s sales in the past 12 months came from the Deals for You Days, according to Earnest credit card data. That’s over double the expected contribution of a single calendar week. Since its launch in September 2023, TikTok Shop scaled faster than Chinese ecommerce giants Temu and Shein in the US. So far, TikTok Shop has only had one promotional event in its 10 month history, Black Friday 2023. But even then, the Deals for You Days event spending represents a 3.6% share of annualized sales since September 2023. Despite a huge sales lift compared to prior weeks, Prime Day only represented 2.7% of Amazon’s trailing 12 months of sales, 0.8% more than the expected contribution of a single week. Wayfair’s sale represented the smallest percentage of trailing 12 month sales.