Black Friday 2025 is coming: The best stores, secret start times and biggest deals you can’t miss

Black Friday 2025 is still a short while away, but retailers aren’t waiting for the holiday rush to begin. Stores like Amazon, Walmart, Target, Best Buy and others have already revealed their early sales, stretching discounts across several weeks. With shoppers planning earlier than ever, this year’s deals are arriving long before Thanksgiving weekend.

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In 2025, the biggest retailers in the country have stretched the event across multiple weeks, giving shoppers extra time to hunt for deals and plan their holiday spending. As early as the first week of November, stores began unveiling markdowns, and the sales only intensify as the holiday weekend approaches. With everything from tech to toys and beauty to home goods on discount, Black Friday 2025 is shaping up to be one of the most wide-ranging shopping periods yet, as per a report by USA Today.

When is Black Friday 2025?

Black Friday arrives the day after Thanksgiving, which falls on Thursday, November 27 this year. That places the big shopping day on Friday, November 28. While the date itself remains the official start of the holiday shopping rush, retailers no longer wait for the calendar to flip. The sales now spill into the weeks before and after the actual day, creating a much longer window for consumers who want to avoid the rush or space out their holiday spending, as per a report by USA Today.

Why is Black Friday such a major shopping event?

Black Friday has built its reputation over decades. Long before it became a widely celebrated sales day, the term originated in the 1950s, when Philadelphia police used it to describe the overwhelming crowds that flocked to the city after Thanksgiving. By the early 1960s, the name was widely recognized in Philadelphia, but it wasn’t until the late 1980s that it took on the meaning people know today. Retailers nationwide began marketing the day as a turning point for holiday revenue, presenting the idea that stores moved from being “in the red” financially to operating “in the black.”

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Today, it stands as one of the biggest shopping traditions in the U.S., especially as consumers increasingly turn to online deals and early discounts that stretch far beyond a single day.

When do major Black Friday 2025 sales begin?

Although the official date is November 28, nearly all major retailers have already opened their early Black Friday doors. The rollout varies from store to store, but the overall pattern is the same: the earlier, the better, as per a report by USA Today.

Amazon’s Black Friday deals timeline

Amazon’s Black Friday 2025 sale begins early on Thursday, November 20. The retailer plans to release new deals throughout Cyber Week, offering rolling discounts that peak on Black Friday itself. The savings continue until Cyber Monday on December 1, giving shoppers plenty of opportunities to grab major markdowns.

Amazon’s biggest announced deals include up to 50% off its own devices such as Echo speakers, Fire TVs, Fire Sticks, Kindles and Ring doorbells. Other notable markdowns run as high as 55% off apparel and home brands, including Levi’s, Carhartt, Nike, Dyson, KitchenAid and Bissell, as per a report by USA Today.

Walmart adjusts its early Black Friday strategy

Walmart is keeping its Black Friday structure split between online and in-store events. Deals start online from November 25 to 27, followed by combined online and in-store sales from November 28 through 30. Discounts can reach up to 60% on cookware, beauty, toys, clothing and various home essentials.

Ahead of the main event, Walmart is also offering 50% off its Walmart+ annual membership, which gives shoppers early access to deals, free delivery, free shipping, Paramount+ streaming and fuel savings. Walmart stores will remain closed on Thanksgiving but reopen at 6 a.m. local time on Black Friday, as per a report by USA Today.



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Target rolls out weekly and daily deals

Target’s Black Friday 2025 approach is built on weekly and daily refreshes. Its week-long Black Friday event kicks off online on Sunday, November 23, but early shoppers were already able to browse deals as far back as November 2. These weekly discounts continue through Christmas Eve, as per a report by USA Today.

Target is also running daily deals with deeper markdowns, often around 50% off popular items. This week’s offers (November 16–22) include $20 meals for Thanksgiving serving four people, up to 40% off Christmas decorations, up to 50% off major toy brands and savings on tech items such as Beats headphones and Samsung TVs.

Target stores will close on Thanksgiving and reopen at 6 a.m. on November 28, as per a report by USA Today.

Best Buy intensifies its early tech savings

Best Buy’s Black Friday deals launch slightly early on Thursday, November 20. More discounts are added on November 21 and again on Black Friday itself, creating multiple waves of markdowns for tech shoppers.

Right after the holiday, its Cyber Sunday and Monday sale begins on November 30. Early previews show up to 25% off Apple devices including the Apple Watch Ultra 2 and iPhone 16. Additional deals include up to 45% off laptops like the HP OmniBook X Flip 2-in-1 and the Lenovo Yoga 16-inch, as well as up to 50% off TVs such as the TCL 55" Class F35 Fire TV and the Samsung 65-inch Class LS03D The Frame QLED 4K TV, as per a report by USA Today.

Best Buy stores stay closed on Thanksgiving and reopen at 6 a.m. on November 28, operating until 10 p.m.

Which retailers are offering early deals this year?

Nearly every major retailer has some form of early Black Friday offering, with some starting as early as the first week of November.

Macy’s stretches discounts across the month

Macy’s is running a layered system of Black Friday sales that began with a “parade of deals” on November 2. Its Black Friday Early Access event ran from November 10 to 13, while Black Friday Starts Now discounts were available from November 14 to 22. The Black Friday Week sale will run from November 23 to 30.

Across these overlapping events, Macy’s is discounting women’s shoes by 40–50%, fine jewelry by up to 75%, men’s coats by 50–60%, LEGO sets by 20–40%, select mattresses by 70% and Dyson homecare products by $50–$350. Stores will close on Thanksgiving but reopen on Black Friday from 6 a.m. to 10 p.m, as per a report by USA Today.

Kohl’s leans into rewards and storewide savings

Kohl's will run a Black Friday Week promotion from November 23 to November 29 and has already held a Black Friday Early Access event from November 7 to 9.

For every $50 spent, customers can earn $15 in Kohl's Cash and receive 15% off qualifying purchases. Online discounts will be available for a limited period of time beginning on Thursday, November 27, and additional offers will be available from Thursday through Saturday, November 29. According to a USA Today article, Kohl's is offering an additional $10 off a $50 order on Saturday.

Discounts include roughly 60% off Toastmaster appliances, 50% off apparel from Nike, Adidas, and Under Armour, and 50% off toys, puzzles, and games. On Thanksgiving, Kohl's stores will be closed. On November 28, they will reopen early at five in the morning.

Ulta brings major beauty discounts

Ulta’s primary Black Friday sale begins online on November 22 at 8 p.m. CT (9 p.m. ET), followed by in-store deals starting November 23 at 11 a.m. local time.

Shoppers can expect up to 40% off Shark Beauty tools, as well as markdowns on Morphe and Ulta Beauty Collection products. Higher discounts appear on luxury makeup and haircare, including 50% off Tarte and It’s A 10, along with 30% off Olaplex and 35% off MILK Makeup. Ulta stores will stay closed on Thanksgiving.

Sephora shifts to a full Cyber Week

Sephora is opting for a Cyber Week model in 2025. The sale begins on Monday, November 24, with early in-app access opening Saturday, November 22. Each day offers new deals, with brands such as Elemis, Pureology, Biossance and Kate Somerville featured early on, as per a report by USA Today.

Through December 4, shoppers will see 30% off a wide rotation of major brands, including NARS, Lancôme, Tarte, Urban Decay, Fenty Beauty, Drunk Elephant, Estée Lauder, Viktor&Rolf, Sunday Riley, Paula’s Choice and more. Additional offers run through December 1, including 50% off select beauty products and fragrances. Beauty Insiders can also earn free gifts and extra points.

While Sephora typically offers in-store deals on Black Friday, it has not announced 2025 in-store plans yet.

How are stores structuring Black Friday 2025 events?

The biggest trend is clear: shoppers no longer wait for one day. Retailers have spread discounts across weeks, giving consumers flexibility and cutting down on last-minute pressure. Early online sales, extended store hours and multi-phase markdowns define this year’s approach.

FAQs

When is Black Friday 2025?

Black Friday falls on Friday, November 28, the day after Thanksgiving.

Are early Black Friday deals already live?

Yes. Stores like Amazon, Target, Walmart, Best Buy, Macy’s, Kohl’s, Ulta and Sephora have already launched early deals and week-long discount events.