Black Friday is still almost three weeks away. On the calendar it falls on Friday, Nov. 27, the day after Thanksgiving, with Cyber Monday on Nov. 30. But for many shoppers the season has already started, and the trend toward earlier and longer sales keeps growing.
Target held a three-day “Early Black Friday” sale from Nov. 5 to Nov. 7 and says it will keep rolling out new weekly deals through the season, Today reported. Walmart is next: its first event of the season, “Early Black Friday Deals,” begins this Thursday.
The calendar so far
Here are the dates retailers have announced, according to Today and Cord Cutters News:
- Target: Early Black Friday sale ran Nov. 5-7, with new deals each week after that.
- Walmart Early Black Friday Deals: Nov. 12-15. Online deals start at 12:01 a.m. ET; stores open at 6 a.m. local time. Walmart+ members get early access to select deals at 12:01 a.m. ET on Nov. 12, and remaining items open to everyone on Nov. 13.
- Walmart Black Friday Deals: Nov. 23-29 online, starting 12:01 a.m. ET, with in-store deals beginning Nov. 27 at 6 a.m. local time.
- Walmart Cyber Monday: Nov. 30 through Dec. 2, online only.
- Black Friday itself: Friday, Nov. 27. Cyber Monday is Nov. 30.
In other words, “Black Friday” has turned into something closer to Black November, with sales spread across weeks instead of packed into one crowded morning.
Why sales keep starting earlier
Retailers spread deals out for a few reasons. It gives them more time to move inventory and spreads out shipping, and it gives shoppers on tight budgets a chance to buy gifts over several paychecks. Walmart, in announcing its events, cited its own research finding that 60% of shoppers say holiday prices affect how they feel about the season, and 70% say lower prices would make shopping easier.
The big picture is a busy but cautious season. The National Retail Federation forecasts holiday sales from Nov. 1 through Dec. 31 will grow 4.2% from last year and reach about $1 trillion, Retail Dive reported. But retailers expect to hire fewer seasonal workers than in some past years, and NRF’s chief economist warned that high gas prices would weigh most on lower-income households. Gas prices have been easing lately, as we reported in our look at the falling national average.
How to shop smart this year
- Make a list and a budget first. With sales running for weeks, it’s easy to buy on impulse. Decide who you’re buying for and how much you want to spend before the first deal drops.
- Track prices. An early “deal” is not always the lowest price of the season. If an item isn’t urgent, watch it for a week or two.
- Check return policies. Many stores extend holiday return windows, but rules differ, especially for electronics and sale items.
- Watch for membership-only offers. Some deals are limited to paid members for the first 24 hours. Decide whether a membership is worth it for you, rather than signing up in the rush.
- Shop safely online. Stick to retailers’ official websites and apps, and be wary of texts or social media ads promising deals that look too good to be true.
Why it matters for families
Spreading purchases over several weeks can make the holidays easier on a family budget, as long as it doesn’t turn into spending more overall. A simple plan, a firm budget and a little patience are still the best deal-finding tools. And don’t forget the Thanksgiving table: our report on turkey supplies and prices has good news for holiday cooks.
What to watch next
Watch for more retailers to announce their Black Friday plans in the coming days. Upstormed News will keep the calendar updated as new dates are announced.
Do you shop early, or wait for Black Friday itself? Tell us your strategy in the comments.
Read more: “Lunch in My City”: The TikTok trend sending diners to local restaurants
Sources: Today, “These Black Friday Sales Have Already Been Announced” (Nov. 2026); Cord Cutters News, “Walmart Announces Three Major 2026 Holiday Shopping Events” (Oct. 28, 2026); Retail Dive, “NRF forecasts 4.2% holiday sales growth, muted seasonal hiring” (Oct. 19, 2026).
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