On TikTok, BFCM is no longer just a sale. It is a participatory cultural event where users actively perform and share their shopping journey. From the initial "wishlist" videos to the climactic "shopping haul" reveals, consumers are both the audience and the stars of the show. This report analyzes this phenomenon not as a series of disconnected promotions, but as a coherent narrative with a beginning, middle, and end.

This report is based on a comprehensive analysis of 14.9K TikTok posts uploaded during the 2024 BFCM season, from late October to mid-December.