TikTok Introduces Deals For You Days
Deals For You Days will kick off July 9 in the US – a strategic one week before its competitor – and will offer discounts on thousands of trending items across clothing, beauty, books, home décor and more.
According to the platform, popular brands such as NYX Makeup, Maybelline New York, Our Place, L’Oreal Paris and Zwilling USA will be running unmissable promotions exclusively on TikTok Shop US.
In addition, there is expected to be Live shopping events bringing a new experience to product discovery, featuring more exclusive deals in real time. Benefit Cosmetics and COOLA have been onboarded to host Live in-stream ecommerce events with content creators such as @simplymandys and Stormi Steele, whilst beauty influencer and brand founder Tati Westbrook will take to the platform to showcase her favourite beauty and lifestyle finds, encouraging in-app purchases.
Whilst Amazon’s annual mega sale has been a massive success for the brand, TikTok is making a clear bid for some of the action, and the addition of interactive shopping experiences and content creation challenges give it a competitive advantage.
However, TikTok isn’t exactly pioneering in this area. Back in 2022, YouTube made its second annual Beauty Festival of live content and tutorials entirely shoppable, and featured cameos from over 30 celebrities and content creators to entice consumers to splash out on in-app purchases. Meanwhile, Pinterest TV has been trying to get off the ground since 2021 and Amazon itself added livestream functionality to its Influencer Program in 2020.
However, thanks to TikTok’s proven and inherent ability to drive product sales, via the #TikTokMadeMeBuyIt phenomenon (872.9m posts and counting), it may just have the in-built, purchase-ready audience to pull off a huge spike in activity this July, with Gen Z consumers keen to secure bargain prices on must-have, coveted items.
Depending on the success of this year’s trial, we would expect Deals For You Days to expand globally, covering core markets such as the UK and APAC territories in order for the brand to truly solidify itself as a threat to Amazon’s dominion.
For influencer marketers, depending on the success of this initial foray - should Deals For You Days become an annual tentpole event, there is a huge opportunity for brands to leverage influencer ambassadors in promotion of their products, not only ramping up exposure but securing real time, easily trackable sales spikes.