Black Friday used to be America’s unofficial holiday “Hunger Games,” a once-a-year spectacle where millions of families nationwide stayed up until the early morning hours, rushing to stores, and waiting outside in long lines that wrapped around the parking lot.
The mission was simple: be among the first through the doors and grab as many discounted, and often unnecessary, items as possible.
As soon as the doors unlocked, a stampede of deal-hungry, consumerism-obsessed shoppers would burst in, with people wrestling over limited-time bargains, leaving shelves stripped bare, as if a zombie apocalypse had swept through.
Today, Black Friday looks very different. Consumers still spend money as if credit cards have no limit, but the single-day madness has now evolved into a multi-day, sometimes multi-month event, with some discounts so insignificant they hardly qualify as deals.
Online shopping has also transformed retail. The rise of e-commerce has almost eliminated the need to visit physical stores the day after Thanksgiving, leading to the emergence of Cyber Monday.
Shoppers can now fill a virtual cart and check out days before Black Friday, and even days after. At this point, the event might be better described as “Cyber Black November, December, and sometimes January.”
Nonetheless, many retailers rely on the holiday shopping season to meet their sales goals, which have become harder to achieve as consumers become more cautious about their spending amid an uncertain economy.
While the original meaning and magic of traditional Black Friday may be fading, the sales have already begun.
Here are some of the longest-running promotional events of the season to help consumers feed their shopping needs.
Major retailers launch longer Black Friday and Cyber Monday deals for 2025.
Holiday spending shows optimism
Thanksgiving weekend is expected to bring the largest number of shoppers, with a record 186.9 million people planning to shop from Thanksgiving Day through Cyber Monday, according to the National Retail Federation (NRF).
Despite economic uncertainty and rising inflation, consumers plan to spend an average of $890.49 per person this holiday season on gifts and other seasonal items, the second-highest amount on record.
“Time and again, Americans prioritize spending on loved ones for holidays despite economic uncertainty,” said NRF VP of Industry and Consumer Insights Katherine Cullen.
“With more consumers planning to seek out sale events this year, retailers are prepared to deliver on deals and value to ensure consumers have everything they need to make the holiday special.”
More Shopping News:
- Target slashes prices on holiday essentials
- JCPenney borrows bold Macy’s strategy to boost holiday sales
- USPS delivers bad news for customers ahead of holiday season
Some shoppers argue today’s deals aren’t as impressive as they once were, but discounts do appear to be improving. The average Black Friday markdown in 2024 reached 38.2% among major retailers compared to the prior year, according to CapitalOne Shopping.
“Retailers often find themselves battling the stigma of being overpriced, which can deter consumers from engaging with their brand,” said HairClub CMO Michael E. Donner in a LinkedIn post.
“However, recent trends indicate a shift in strategy, with retailers strategically cutting prices to not only attract customers but also to reshape perceptions of their brand’s affordability.”
Holiday sales have grown since the Great Recession in 2008, and the NRF expects this year’s totals to surpass $1 trillion, increasing between 3.7% to 4.2% compared to last year.
“The economy has continued to show surprising resilience in a year marked by trade uncertainty and persistent inflation. As tariffs have induced an uptick in consumer prices, retailers have tried to hold the line on prices given the uncertainty about trade policies,” said NRF Chief Economist Mark Mathews.
Early Black Friday and Cyber Monday sales events 2025
- Amazon (AMZN): Black Friday & Cyber Monday, now through December 1 Source: Amazon
- Best Buy (BBY): Black Friday, now through November 29/Cyber Monday, November 30-December 1 Source: Best Buy
- Target (TGT): Black Friday, November 23-29/Cyber Monday, November 30-December 1 Source: Target
- Walmart (WMT): Black Friday, November 25-30/Cyber Monday, December 1 Source: Walmart
- JCPenney: Black Friday, now through November 30/Cyber Monday, December 1 Source: JCPenney
- Macy’s (M): Black Friday, now through November 29/Cyber Monday, November 30-December 1 Source: Macy’s
- Kohl’s (KSS): Black Friday, November 23-29/Cyber Monday, now through December 1 Source: Kohl’s
As Black Friday and Cyber Monday continue to evolve, one thing that remains clear: Holiday shopping shows no signs of slowing down, with consumers and retailers alike navigating economic uncertainty while driving spending with even longer deals.
Related: Macy’s announces unexpected closure ahead of holiday season