When is Black Friday? Here’s What You Need to Know Before You Shop

What is Black Friday?

Black Friday is one of the busiest shopping days of the year, according to the National Retail Federation. What was once a single day of sales has expanded to a five-day period starting with Thanksgiving and ending on Cyber Monday.

Hundreds of retailers launch special sales that are meant to encourage shoppers to check items off their list. Black Friday sales have historically driven massive crowds to stores but many deals are available to online shoppers looking to save from the comfort of home.

The "black" in Black Friday refers to a time when businesses are able to move from “the red” (operating at a loss) to “the black” (making a profit). This narrative of the storied day wasn’t always connected to shopping, but in the 1980s it shifted in that direction and has stuck with the holiday ever since.

When is Black Friday 2026?

Black Friday is the day after Thanksgiving — Nov. 27 in 2026 — and it has typically been the kickstart to the holiday shopping season in the United States.

However, many retailers have already started early Black Friday sales, including Target (Nov. 5-7), Best Buy (Nov. 6) and Walmart (Nov. 12-15).

When is Black Friday 2027?

Black Friday in 2027 will be Nov. 26.

Predicting Black Friday trends

You can count on Black Friday sales to deliver intense competition and widespread discounts that stand out from other times of the year. Here's what to expect this year:

Economic impact on holiday spending

NerdWallet’s 2026 Holiday Spending Report, conducted online by The Harris Poll, shows that shoppers are trimming their budgets. Americans planning to buy gifts expect to spend $879, on average. That’s down 21% from $1,107, on average, in 2025.

The majority (86%) of holiday spenders say they plan to use at least one money-saving strategy. According to the report, 42% say they will will coupons or coupon codes, and 41% will shop sales, including Black Friday.

The National Retail Federation reports that 31% plan to use comparison shopping more. These savings strategies aside, though, the federation predicts a 4.2% increase in holiday sales over 2025. 

There are some budget strategies shoppers can use to account for increased prices.

Try buying store brands rather than name brands or shopping at a discount stores instead of major retailers. Thrifting holiday gifts, especially big-ticket items, at consignment stores or using online marketplaces might also help people fulfill their loved ones’ wish lists without going over budget.

Special access for members

Expect the continuation of members-only deals this year. Store memberships — which range from the free Target Circle program to paid programs such as Walmart+, warehouse memberships and Amazon Prime — are likely to unlock special deals, early access and other benefits this holiday season.

Why this special privilege for members when Black Friday deals used to be for everyone?

“Because of inflation, companies have become more sophisticated in their ability to raise prices,” says Mark Bergen, professor of marketing at the University of Minnesota.

“Part of that has been their realization that they can raise the average prices but give more targeted discounts to their members.”

The bottom line: Taking account of your memberships might make a difference for your budget this holiday season.

Store policies that benefit shoppers

While retailers’ holiday shopping policies will vary, many shoppers have come to expect the following:

• Expanded store hours: Opening early and closing late gives people the flexibility to stop into stores and make purchases around their busy schedules.

• Smooth and extended return policies: Retailers know that shoppers will probably be making returns after the holidays and want to make it easier. However most policies have some caveats — such as requiring receipts for returns or excluding items bought from third party sellers — that shoppers should be aware of. 

• Special holiday price-matching policies: For example, Target will price match its own products if prices drop between Nov. 1 and Dec. 24 as part of its 2026 holiday price matching policy. But there are always a few outliers: Walmart has not announced a holiday price-matching policy for 2026 and Amazon doesn't match prices at all.