Black Friday and Cyber Monday 2025 Campaigns
The peak season runs from November 12 to December 1, 2025, with exclusive incentives for high-performing sellers.
Eligibility requirements:
- Shop Performance Score (SPS): ≥ 3.5 or no violations if null
- Account Health Rating (AHR): > 150
- On-Time Delivery Rate: ≥ 80%
- Seller Fault Cancellation Rate: ≤ 5%
- Free shipping: required (threshold $30 or lower)
Sellers can register via Seller Center → Marketing → Campaigns. TikTok encourages early enrollment to maximize exposure during the peak buying period.
Smarter Messaging and Response Metrics
TikTok is giving sellers a weekend break on chatbot response time calculations. Messages received over weekends are excluded from the 24-hour response window but must be addressed by Monday 12 PM local time.
New Shop Chat features include:
- AI-assisted reply recommendations
- Customer Insights filters for prioritizing frequent buyers
- Urgent message folder for critical chats
These tools aim to enhance responsiveness while preserving seller performance scores.
Updated Return and Refund Rules
For returns due to buyer preference — such as “no longer needed” or “wrong size” — return shipping costs are now shared 50/50 between TikTok Shop and the seller.
High-performing shops (based on SPS) can qualify for subsidies covering up to 80% of these costs.
TikTok also highlighted the Non-Buyer Fault Return and Refund Rate (NBFR) metric, which tracks fulfillment-related returns (e.g., damaged, missing, or incorrect items). A high NBFR can lower your SPS and visibility, so consistent quality control is key.
New Opportunity: Collectibles “Breaks”
Sellers with an SPS ≥ 2.5 can now host Card and Memorabilia Breaks — live-stream events that let buyers purchase sealed packs or cases in real-time.
Eligible categories include:
- Collectibles → Trading Cards and Accessories
- Collectibles → Memorabilia Breaks
This opens new engagement and monetization opportunities for hobby sellers.
Compliance Reminder: Pesticide Listings
TikTok Shop reinforced compliance with EPA labeling and registration rules for pesticide products under its Sports and Outdoor Recreation Policy. Sellers must display registration numbers, safety warnings, and supporting documentation to avoid listing violations.
What Sellers Should Do Next
- Enroll early for Black Friday/Cyber Monday campaigns to unlock platform-wide visibility boosts.
- Review your SPS and AHR metrics — these determine campaign and subsidy eligibility.
- Explore AI-driven Shop Chat tools to enhance customer response rates.
- Audit listings for return, refund, and compliance accuracy before the holiday rush.
- Consider adding Collectibles Breaks to diversify sales channels and audience engagement.
Bottom Line
TikTok Shop’s latest policy updates strengthen seller support and transparency just in time for the 2025 holiday season. From smarter customer chat tools to shared return costs and new live-selling formats, the platform continues evolving into a more performance- and experience-driven marketplace — giving proactive sellers a clear advantage.
Source: TikTok Seller University
