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Black Friday Escapes the Calendar and Heads for Your Wallet

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Black Friday Escapes the Calendar and Heads for Your Wallet

Black Friday has developed a scheduling problem. It keeps arriving before Friday.

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The official date this year is Nov. 27, followed by Cyber Monday on Nov. 30. But retailers are already warming up the discount machinery. Apparently, consumers need several weeks to prepare for the urgency of buying something immediately.

With Amazon and Walmart running sales events throughout the year, it’s reasonable to wonder how much distinction remains in the Thanksgiving shopping ritual.

Quite a lot, judging by the spending. Adobe’s accounting of the 2025 holiday season put online Black Friday purchases in the United States at $11.8 billion, up 9.1% from 2024. Cyber Monday reached $14.25 billion and remained the year’s biggest online shopping day. Frequent promotions have given shoppers more occasions to spend, while these two dates still concentrate substantial demand.

What’s changing is the calendar, the access rules and, occasionally, the merchandise.

Walmart’s holiday schedule includes Early Black Friday Deals Nov. 12-15, Black Friday Deals Nov. 23-29 and Cyber Monday offers Nov. 30-Dec. 2. Select online deals will be reserved for Walmart+ members during their first 24 hours of the first two events, while supplies last.

That turns early access into a membership benefit. Customers are buying a place closer to the front of a digital line.

Target ’s Early Black Friday Sale started Monday (Nov. 5) and runs through Saturday (Nov. 7). Amazon is directing shoppers to early Holiday Shop deals, with more Black Friday details still to come.


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