When is Black Friday? Here’s What You Need to Know Before You Shop
Mark your calendars for Friday Nov. 28, the day after Thanksgiving, to take advantage of Black Friday sales this year.
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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 began in the 1980s and has stuck with the holiday ever since.
When is Black Friday 2025?
Black Friday is the day after Thanksgiving — Nov. 28 in 2025 — and it has typically been the kickstart to the holiday shopping season in the United States.
When is Black Friday 2026?
Black Friday in 2026 will be Nov. 27.
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 happened last year — and what to expect this year:
Record-high holiday spending
The National Retail Federation reported that 197 million shoppers participated in 2024 Black Friday sales during the five-day period from Thanksgiving to Cyber Monday. The number of shoppers exceeded NRF estimates.
In 2024, shoppers spent an average of $235 on holiday gifts during the Thanksgiving holiday weekend, according to NRF. This was $8 higher than the 2023 average. The top gifts purchased during this time were clothing and accessories, toys, gift cards, food and candy, and personal care or beauty items, according to the survey.
Last year, shoppers were concerned about inflation, and those concerns are likely to carry over into the 2025 holiday shopping season.
There are some strategies shoppers can use to account for rising costs in their budgets. Spending money on different items — a store brand rather than a name brand or shopping at a discount store instead of a major retailer — are two ways to save. Thrifting 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.
A rise in social media-inspired shopping
While retail heavy-hitters will be a go-to for many shoppers, social media platforms will also be popular places to shop, especially for younger generations.
Chime’s 2024 Spenfluence Report found that Facebook Marketplace and TikTok Shop drove more intentional purchases, while Facebook and Instagram are used for casual browsing that often turns into spending.
Nearly all Americans (99%) who “just browse” on social platforms may end up buying something. At the time of last year’s report, Americans spent an average of $168 on social media purchases in the past six months. Chime’s chief experience officer Janelle Sallenave warned holiday shoppers to be mindful, as platforms are likely to ramp up ads and promotions during the holidays.
Store policies that benefit shoppers
While retailers have yet to announce their holiday shopping policies, 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.
Robust price matching: For example, last year, Target price matched its competitors on items bought within a 14-day window and matched its own prices if they dropped during the designated window. But there are always a few outliers: Neither Amazon nor Walmart had special holiday price matching policies in 2024.