Black Friday 2025 – Key Dates, Start Times & More

What Is Black Friday?

Black Friday is the day after Thanksgiving in the United States, and in retail, it is considered the unofficial start of the holiday shopping season.

On Black Friday, many retailers offer steep discounts, extended store hours, doorbuster deals and special promotions to draw in shoppers. Over time, it has expanded beyond just one day. Many sales now begin before Thanksgiving (sometimes even in October), extend through the weekend and tie into Cyber Monday and Cyber Week.

A (Somewhat Complicated) History of Black Friday

Early Uses of “Black Friday”

The earliest known usage of the term “Black Friday” wasn’t about shopping at all. It dates back to Sept. 24, 1869, when financiers Jay Gould and James Fisk attempted to corner the U.S. gold market, which led to a financial panic and a sharp drop in gold prices. That day became known as Black Friday.

The shift from the original meaning to post-Thanksgiving shopping came much later, and the connections are indirect and layered.

Mid-20th Century: Philadelphia and the Traffic Crunch

The retail-shopping context of Black Friday began to take shape in Philadelphia in the 1950s and 1960s. After Thanksgiving, large numbers of suburban shoppers and tourists would flood into the city, combining holiday shopping with attendance at the annual Army-Navy football game, which was held the Saturday after Thanksgiving. The Philadelphia police force reportedly started calling that chaotic day Black Friday because of the traffic jams, overloaded transit, crowd-control burdens and mass congestion at stores.

Trade journals in the early 1950s used “Black Friday” to refer to waves of workplace absenteeism on the day after Thanksgiving, with workers calling in sick to extend their holiday.

There was even a push to rebrand it as “Big Friday” to avoid the negative connotation, but that didn’t stick.

The Retail Meaning Takes Over

By the 1970s and 1980s, retailers began embracing the term. One explanation often cited is accounting practices: Losses were recorded in red ink and profits in black ink, so Black Friday became the day when retailers’ ledgers moved from the red to the black.

By 1993, Black Friday had officially become the busiest shopping day in the U.S., surpassing Christmas Day in foot traffic and sales activity. As e-commerce grew, Black Friday’s meaning further shifted. It became not only a physical store event, but also a massive online sales day.

Global Spread and Local Variations

In recent decades, many countries outside the U.S. have adopted or adapted the concept, either copying the date or creating their own versions.

In Mexico, there is El Buen Fin (“the good weekend”) in November. Some Muslim-majority countries, such as Egypt, have rebranded the day as White Friday to avoid negative connotations. Many European countries have Black Week, to spread discounts over multiple days or a full week. The term is controversial in Australia because of its association with a major bushfire in the 1930s, but retailers still embraced the Black Friday shopping event in the 2010s.

Key Dates and Timeline

Here are some of the important recurring dates and trends that every Black Friday observer should know:

Occasion	Typical date or timing	Notes
Thanksgiving (U.S.)	Fourth Thursday of November	The day before Black Friday
Black Friday	Day after Thanksgiving	Traditional official start of the holiday shopping season
Small Business Saturday	Saturday after Thanksgiving	Emphasis on supporting local and small businesses
Cyber Monday	Monday after Thanksgiving	Major online shopping day, often with digital deals
Cyber Week	The 7-day period surrounding Black Friday and Cyber Monday	Many retailers extend deals through this period
Pre-Black Friday sales	Often start in October or early November	Retailers begin discounting early to capture consumer attention

Because Thanksgiving is on the fourth Thursday of November, Black Friday can fall anywhere between Nov. 23 and Nov. 29. Many retailers have slipped the bounds of that single Friday and now offer deals ahead of Black Friday to spread out demand, manage logistics and reduce crowd pressure. Some doorbuster deals begin late on the night of Thanksgiving or very early on Black Friday morning to lure bargain hunters.

How Black Friday Looks Today

Online vs. In-Store

In recent years, online shopping has gained dominance during Black Friday. Many consumers prefer to avoid crowds, traffic and travel, opting instead to shop from home. Retailers often offer “omnichannel” experiences by syncing in-store and online deals, as well as exclusive discounts in their mobile apps.

Despite the digital shift, in-store foot traffic remains an important metric for many retailers. Some exclusive deals or limited-quantity items may be available only in-store.

Consumer Spending

On Black Friday in 2024, Americans spent $10.8 billion online alone, according to Adobe Analytics. Between 10 a.m. and 2 p.m., shoppers spent more than $11 million per minute.
And those figures don’t account for in-store shopping or all the other pre-Black Friday spending during Singles’ Day, early holiday promotions and more.

Risks, Scams and Safety Issues

You can score incredible deals on Black Friday, but you also need to be safe. Overcrowding and stampedes at stores have been known to cause injuries and, in rare cases, fatalities during high-traffic sales.

Online, fraudsters may exploit the shopping rush. Common scams include fake deal sites, phishing emails that link to fraudulent stores, misleading ads and counterfeit products. Retailers have responded with security protocols, queue management, crowd control, limiting store entry and online verifications.

Shopping Tips and Strategies

Whether you’re a deal hunter or a cautious consumer, below are some proven strategies to navigate Black Friday smartly.

Before the Sale

1. Set a budget ahead of time.
   It’s easy to get carried away when there’s a 70% discount flashing at you. Decide your ceiling before you dive in.
2. Make a prioritized wish list.
   Know which items you really want (and their regular prices) so you can judge whether a sale is truly a deal or just marketing.
3. Track prices in advance.
   Use price-tracking tools or browser extensions, such as CamelCamelCamel and Keepa, to see if a discount is real. Some stores inflate their regular prices, so their Black Friday deals aren’t actually deals at all.
4. Sign up for alerts, newsletters and loyalty programs.
   Many retailers offer early access, coupons or extra discounts to subscribers or loyalty members.
5. Check return policies and warranties.
   Some bargains may come with stricter return terms or may be final sale. Always read the fine print.
6. Plan your timing and route for in-store shopping.
   Know which stores you’ll visit and in what order, as well as how early you’ll need to line up. Factor in travel time, parking and store maps.
7. Secure your accounts and devices.
   Reduce your risk when shopping online or in apps by using strong, unique passwords or a password manager; turning on two-factor authentication; making sure your device’s software is up to date; using a trusted payment method, such as a credit card with fraud protection; and avoiding shopping over unsecured public Wi-Fi.

During the Sale

1. Act fast when you see a good deal.
   Especially for doorbuster or limited-quantity items, hesitation can mean missing out.
2. Compare in-store and online prices.
   Sometimes the same item will be cheaper online, or the store may price-match. Always scan competitors’ prices on your phone.
3. Use rewards points, cash back or credit card perks.
   Layer savings when possible by combining a discount with cash back, gift card promos, or credit card rewards.
4. Stay safe and aware in crowds.
   If the store is too crowded, come back later. If you do venture in, keep your valuables secure, be aware of exits and avoid aggressive pushing or rushing.
5. Don’t forget hidden costs.
   Shipping, handling, taxes and extended warranties can add up, so make sure to read the fine print.

After the Sale

1. Organize your receipts and track returns.
   Keep receipts and order confirmations, and double-check return windows.
2. Evaluate your purchases.
   Build smarter shopping habits for future years by evaluating whether you really needed to purchase all those items.
3. Look for price-adjustment policies.
   Some stores offer a short window during which they’ll match a lower price you find after you made your purchase.
4. Be on guard for post-sale scams.
   Don’t click unsolicited emails or links claiming “deal confirmation” or “account issues.” They are often phishing attempts.

For Retailers: Best Practices and Pitfalls to Avoid

If you’re a store or e-commerce business running Black Friday promotions, here are some strategic considerations:

• Plan early: Inventory, logistics and staffing all must be scalable.
• Teaser campaigns: Build buzz before the big day through emails, social media posts and app push notifications.
• Segment deals: Offer exclusive deals to loyalty members, app users and early access customers.
• Manage scarcity smartly: Use limited-quantity items, but don’t overpromise.
• Omnichannel integration: Sync your inventory, avoid overselling and support in-store pickup.
• Customer support: Expect increased returns, inquiries and complaints, and plan customer-service staffing accordingly.
• Security and fraud prevention: Monitor for suspicious transactions and protect your payment infrastructure.
• Post-mortem analysis: After Black Friday, analyze your sales data, margins, and what sold and what didn’t. Apply these lessons to future events.

Why Black Friday Matters Beyond the Deals

Black Friday is important beyond just allowing you to save 20% on a new TV or score free shipping on some throw pillows. It captures a significant portion of holiday-season consumer spending, and many retailers rely on it to drive annual profits. It also helps define when and how people shop for gifts. Many people wait for Black Friday sales rather than buying earlier at full price.

It also has deep cultural importance. There’s buzz on both traditional and social media, and the anticipation feeds into the holiday season. Even in countries without a Thanksgiving tradition, the concept of Black Friday sales has been imported and adapted.

Final Thoughts

Black Friday has grown far beyond a single day of shopping. What started as local traffic chaos in Philadelphia transformed into a global retail holiday, now heavily influenced by digital commerce, social media, consumer expectations and logistical complexity.

For shoppers, staying informed, disciplined and cautious is key. For retailers, execution, adaptability and consumer trust are vital. And as retail continues to evolve, with AI, augmented reality shopping, direct-to-consumer brands and a focus on sustainability, the nature of Black Friday will continue to shift.