The short version
- Walmart is deploying a three-wave discount structure beginning in mid-November and extending through early December to manage inventory and customer traffic.
- Best Buy has initiated its promotional calendar with Halloween doorbusters and offers price protection on select items, allowing refunds if prices drop before the holiday season ends.
- Target is utilizing daily deal promotions and weekend-specific discounts to maintain consistent engagement throughout the entire holiday shopping period.
The traditional definition of Black Friday as a singular, high-intensity shopping day is dissolving as major American retailers adopt extended promotional calendars. Instead of concentrating discounts on the day after Thanksgiving, companies like Walmart, Best Buy, and Target are spreading savings across multiple weeks. This shift forces consumers to navigate complex schedules rather than waiting for one specific date to secure the best prices on holiday gifts.
Walmart is implementing a structured three-wave approach to its holiday sales. The first wave begins online at 12:01 AM ET on November 12, with in-store deals starting at 6 AM local time. Walmart Plus members receive early access to select offers during this initial phase, while the broader public gains access a day later on November 13. This tiered system allows the retailer to reward loyalty program subscribers while gradually introducing discounts to the general market.
The second major wave for Walmart coincides with the official Black Friday period, launching online at 12:01 AM on Monday, November 23. Again, Plus members get priority access to certain deals before they become available to all shoppers at midnight on November 24. The physical stores will open their Black Friday sales at 6 AM local time on November 27. This staggered rollout continues into Cyber Monday, with online deals running from November 30 through December 2.
Best Buy has already begun its promotional cycle, kicking off with doorbuster deals on Halloween, October 30. The retailer plans to release new discounts every Friday leading up to the holidays. Its main Black Friday event is scheduled to start on November 19 and run for ten days. This is followed by Cyber Sunday and Cyber Monday sales, then another round of Cyber Week deals from December 1 through December 6. A final Last-Minute Savings event will occur from December 18 through December 24.
A significant feature of Best Buy’s strategy this year is the inclusion of holiday price protection on select goods. If a customer purchases a qualifying item and the price drops during the eligible period, they can request a refund for the difference. This policy reduces the risk of buying early, encouraging customers to purchase items before potential stock shortages. The retailer is also extending its return window, allowing most purchases made between October 30 and December 31 to be returned through mid-January 2027.
Target is taking a different approach by focusing on daily engagement. Its early Black Friday sale ran from November 5 through November 7, but the retailer has introduced new limited-time deals every weekend throughout the season. Additionally, Target has revived its Deal of the Day promotion, offering a new discount every day from November 1 through December 24. This strategy aims to drive consistent foot traffic and online visits rather than relying on peak holiday weekends.
Amazon has not yet released its full Black Friday playbook but has started dropping early deals in its Holiday Shop section. Discounts have appeared on high-demand electronics such as Sony headphones, Google Pixel phones, and Fitbit trackers. Unlike Best Buy, Amazon does not offer price matching or protection. Shoppers who want to secure the lowest price often have to buy an item at a higher price and return it if the cost drops later, a process that generates waste and logistical friction.
Other retailers are still finalizing their plans. GameStop has not announced specific discounts for games, consoles, or accessories, though it historically opens early on Black Friday morning. Newegg is beginning its holiday season with a Black November promotion. As these schedules solidify, consumers face a more fragmented shopping landscape where timing and membership status play larger roles in securing savings than in previous years.
Sources behind this briefing
Go to the original reporting
- The Verge↗Here’s when the Black Friday sales start at Walmart, Target, and other retailers
