Social media drives Black Friday sales surge in UK

Spending via social media channels over the Black Friday period rose sharply this year, with global sales tracked by commerce technology firm Rithum up 152% on Black Friday compared with a year earlier.

The company reported that purchases completed directly through social platforms such as TikTok and other networks more than doubled year-on-year during the broader Black Friday sales window. Sales through social channels on Thanksgiving increased by 140% globally, according to the same data set.

Rithum said the figures cover gross merchandise value processed across its network of retail and brand clients. The numbers point to rapid growth in so-called social selling, where shoppers browse and pay without leaving social apps.

Online shift

The company's data also highlighted a wider move towards eCommerce in the UK. Online sales there rose 27% compared with the previous year over the Black Friday week. Social platforms and online marketplaces took a larger share of spending during one of the year's busiest shopping periods.

In-store shopping slipped at the same time. Retail footfall declined by 2% year on year, according to data cited from analytics provider MRI. The drop in visits underlined a continued shift in consumer behaviour towards online channels for both browsing and checkout.

Rithum said shoppers were increasingly using social platforms to complete purchases. Social feeds functioned less as a source of one-off viral trends and more as a complete purchasing journey that covered discovery, evaluation, and payment.

Changing baskets

The sales mix on social platforms also shifted. Clothing, shoes and accessories were the top-selling category by volume across social channels during Black Friday, according to Rithum's analysis.

Home and garden products ranked second. The category outperformed health and beauty, which Rithum described as a traditional leader for social selling activity.

Business and industrial products, as well as parts and accessories, followed close behind health and beauty in Rithum's list of leading categories. The company said the presence of these more specialised segments indicated a move beyond impulse purchases and into everyday and higher-value items.

Other strong social categories included sporting goods, music, toys and hobbies, musical instruments and gear, and books. The spread of categories suggested broader adoption of social shopping across demographics and price points.

Creator-led selling

Rithum said creator-led pages played a prominent role in the social shopping surge. These pages often feature influencers or subject-matter hosts who present products through live video, short clips and other content formats.

"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.

Keyes said the company saw strong growth across fashion, home, beauty and electronics on social channels in particular. "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."

Broader implications

The data underscored the speed at which social commerce is gaining ground on established eCommerce sites and physical stores during peak trading periods. It also suggested that retailer strategies for Black Friday and the broader Cyber Week window now include dedicated social formats alongside traditional website promotions and in-store deals.

Rithum, which works with retailers such as Adidas, Best Buy, B&Q, Draper Tools, The Home Depot and Zalando, said interest in expanding social sales is growing across its client base. The company expects social platforms to account for a larger share of holiday shopping in future peak seasons as retailers refine content, product feeds and checkout flows within social apps.