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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.
However, many retailers are having early Black Friday sales, including Target (Nov. 6-8) and Walmart (Nov. 14-16).
Black Friday sales
| Retailer sale | Dates | Schtick |
| Amazon’s Black Friday week | Nov. 20-Dec. 1 | It’s Amazon … millions of deals across popular categories. |
| Best Buy's Black Friday sale | Nov. 20-29 | New “doorbusters” to be added in waves. |
| Target's Black Friday experience | Nov. 23-29 | It’s gonna be an immersive in-store experience. |
| Kohl’s Black Friday deals | Nov. 23-29 | Thanksgiving is online only, then the sale is on in-store at 5 a.m. local. |
| Walmart's Black Friday deals (Event 2) | Nov. 25-30 | Deals online only at first (Nov. 25-27), then in stores, too, Nov. 28-30. |
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
While retailers push early Black Friday sales, an October 2025 survey from the National Retail Federation reported that 63% of consumers plan to do their holiday shopping during Black Friday weekend, the five-day period from Thanksgiving to Cyber Monday. That number is up from 59% in 2024.
Holiday shoppers plan to spend $1,107, on average, for gifts this year, according to a NerdWallet study — $182 more than last year’s average, despite economic uncertainties like a government shutdown, lapses in food benefits, rising prices and tariffs.
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 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
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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.
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.
- 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 2025 holiday price matching policy. But there are always a few outliers: Walmart has not announced a holiday price matching policy for 2025 and Amazon doesn't match prices at all.
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