TikTok Shop spending spikes during ‘Deals for You Days,’ gains on Shein

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TikTok Shop took share from Shein and Temu in the US during the first week of their Deals for You Days according to Earnest credit card data. TikTok Shop sales accounted for 37% of Chinese ecommerce sales in the US for the week ended July 11, 2024, up from 0% less than a year ago. Deals for You Days comes around the time of the popular Walmart Deals, Target’s Circle Week, and Amazon Prime Day summer sales events.

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Starting on July 9, brands including L’Oréal Paris, Maybelline New York, NYX Professional Makeup, Our Place, Too Faced, and Zwilling USA began offering deals to US TikTok Shop customers. So far those sales drove a historically high $52 spend per customer, which had dipped since March. Still, TikTok Shop customers on average spend around 70% that of Temu and Shein customers. Many TikTok Shoppers are making impulse purchases as they scroll instead of navigating sales categories like they do on Temu and Shein, where intent could be higher.

During the sale, TikTok Shop will be hosting activations by brands like Benefit Cosmetics and COOLA, as well as live events by creators such as simplymandys, Canvas Beauty founder Stormi Steele, and Tati Westbrook to showcase their favorite beauty and lifestyle products. The sale does not currently have an end-date.