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TikTok Shop's 230% collectibles sales surge pitches trading cards and squishy toys as the Q4 sleeper category brands are missing

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TikTok Shop's 230% collectibles sales surge pitches trading cards and squishy toys as the Q4 sleeper category brands are missing

Written by Lucy Hall and reviewed, fact-checked and signed off by a SocialDay editor before publication. Read our editorial standards and corrections policy. Spotted something wrong? Tell the newsroom.

Sports cards, memorabilia and squishy toys are shaping Q4 on TikTok Shop, with collectibles sales climbing 230% year on year in October. Brands have six weeks to secure inventory and Live Shopping slots before Black Friday.

Collectibles are shaping up to be a popular holiday gift this year, with category sales growing 230% year over year in October on TikTok Shop. The platform published the figure on 14 October alongside wider holiday shopping trends, positioning sports trading cards, memorabilia, coins, figurines and squishy toys as Q4 inventory opportunities most brands are still ignoring.

User searches for squishy toys rose 149% month over month in September, signalling demand that arrives before most retailers adjust gifting assortments. With TikTok Shop's Black Friday and Cyber Monday window running from 11 to 30 November, sellers who list collectibles inventory now have six weeks to secure Live Shopping slots, recruit affiliates and test content before peak spend.

230% collectibles sales growth year over year, October 2026 TikTok, 14 October 2026

The 230% growth rate reflects two separate buying behaviours converging on the same platform. 36 billion during the first half of 2026, a 40% increase and the first time eBay sports card sales crossed the $1 billion mark in the first half of a year. That existing collector demand is now showing up on TikTok Shop, where Live Shopping breaks turn box openings into real-time auction entertainment.


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