Black Friday Timing and Retailer Participation
Black Friday in the United States falls on the day after Thanksgiving, which is the fourth Thursday of November. In 2024, Thanksgiving is on November 28, so Black Friday is November 29. Many major retailers open early or go online at midnight. According to a report from the National Retail Federation, holiday retail sales in the U.S. are expected to rise between 2.9% and 3.6% year over year in November and December, with Black Friday remaining one of the highest traffic days via NRF.
Major participants include Amazon, Walmart, Target, Best Buy, and Costco. Amazon typically launches Black Friday deals weeks early through its Prime Early Access Sale and continues promotions on Black Friday itself. Walmart opens many stores at 5 a.m. local time on Black Friday and runs a multi-day online and in-store sale. Target opens at 7 p.m. on Thanksgiving and offers doorbuster-style discounts on a limited selection of items via Target Corporate.
Top Deals and Product Categories
Electronics and Appliances
Televisions, laptops, and gaming consoles are among the most discounted electronics. In 2023, Best Buy offered deep discounts on 65-inch and larger TVs from brands including Samsung and LG, with some models dropping by more than 50%. Walmart and Amazon frequently feature PlayStation 5 and Xbox Series X bundles with extra controllers and games. For appliances, Whirlpool, LG, and Samsung products see notable price cuts at retailers like Home Depot and Lowe's.
How to Identify Real Price Drops
Use price tracking tools and compare listed discounts against historical prices. Retailers often list the original price and the sale price side by side. Check independent price history sites to confirm whether the discount is genuine. Some products are temporarily marked up before Black Friday to create a larger percentage savings, so verifying prior pricing helps shoppers avoid inflated reference prices.
Fashion and Toys
Apparel brands such as Nike, Adidas, and Levi's offer seasonal Black Friday promotions through their own websites and at major department stores. Toy discounts focus on popular action figures, building sets, and gaming accessories, with retailers like Walmart and Target publishing preview deals in early November. According to Adobe Analytics, electronics and fashion consistently rank among the top product categories by online Black Friday revenue.
Safety, Planning, and Online vs In-Store Shopping
Online shopping reduces in-store crowds and allows price comparison across multiple retailers. Use secure payment methods and check for HTTPS in the browser address bar before entering payment details. The Federal Trade Commission advises shoppers to review return policies, confirm warranty details, and keep records of transactions via FTC. Many retailers now offer extended return windows through the holiday season.
For in-store shopping, review store hours in advance, as some chains adjust opening times on Black Friday. Arrive early for doorbuster deals, which are often limited quantity and available while supplies last. Check retailer apps for real-time inventory updates. The Consumer Financial Protection Bureau recommends setting a budget before shopping and avoiding impulse purchases driven by short-term promotions via CFPB.