Black Friday 2024: Here's What To Expect When Shopping Kicks Off This November

When is Black Friday This Year?

Mark your calendar: when is black friday 2024? It lands on November 29th, the day right after Thanksgiving. For decades, this single day has triggered the official start of holiday shopping season. Retailers go all-out with doorbusters, flash sales, and online deals designed to move inventory and push consumers to complete their gift lists.

The term itself dates back to the 1980s, rooted in accounting terminology: businesses shift from operating “in the red” (at a loss) to “in the black” (profitable). That origin story has stuck around and defines the commercial chaos we see every November.

What the Numbers Tell Us: Record Holiday Spending Incoming

Here’s what caught our attention: the National Retail Federation is forecasting winter holiday spending could hit $989 billion — a new record. That’s a jump from $955.6 billion last year. Sounds bullish for retailers, right? But dig deeper and the picture gets more nuanced.

Average per-person spending will sit around $902, split between gifts ($641) and seasonal purchases ($261). However, Mark Bergen, a marketing professor at the University of Minnesota, makes an important point: higher spending doesn’t necessarily mean people are buying more. Inflation is the culprit. “You’re spending more while buying less,” Bergen explains.

The real shopping strategy for savvy consumers? Being intentional. “Spend more wisely or spend differently,” Bergen suggests. That might mean switching to store brands, hitting discount retailers, or being selective about categories.

The New Rules: Earlier Sales, Member-Only Access, and Social Commerce

Black Friday sales are starting earlier. Costco, Best Buy, Sam’s Club, Target, and Walmart are already rolling out promotions or plan to by November 21st. Many deals won’t stop at Black Friday weekend either—they’re bleeding into December.

Membership is the new gatekeeper. This is a major shift. Target Circle, Walmart+, Amazon Prime, warehouse memberships—they’re all unlocking special deals and early access this holiday season. Bergen explains why: “Companies have become more sophisticated about raising prices while offering targeted discounts to members.” Translation: the broadest deals aren’t for everyone anymore.

Social media is becoming a serious shopping destination. TikTok Shop and Facebook Marketplace are leading for intentional purchases, while Instagram and Facebook drive casual browsing. According to Chime’s 2024 Spendfluence report, 99% of Americans say “just browsing” leads to actual purchases—averaging $168 spent on social shopping per person over six months. TikTok Shop appeals to trend-seekers; Facebook Marketplace attracts people hunting specific items like furniture.

Retailer Perks Worth Knowing

Beyond discounts, stores are sweetening the deal with customer-friendly policies:

Extended Hours — Best Buy, Target, and others are opening early and staying late through the season (typically through December 24th), giving shoppers flexibility around their schedules.

Generous Return Windows — Most purchases made between November 1st and December 31st can be returned well into January. Best Buy extends returns through January 14, 2025. Read the fine print though—some policies require receipts or exclude third-party items.

Price Matching — Target will match competitor prices on items purchased within a 14-day window and will match its own price drops during the promotional period (November 7 through December 24). Notable exception: Amazon and Walmart don’t offer special holiday price matching.

Shopping Smart When Times Feel Uncertain

Stress affects spending. Between a tense election cycle, natural disasters, and rising costs, shoppers heading into the holidays might feel anxious. That vulnerability makes impulsive decisions more likely.

Bergen’s advice? Shop earlier in the day when you’re mentally fresh. Sleep on big purchases before committing—even if retailers are pushing one-day lightning deals. Rest and clarity help you stay aligned with your actual budget and goals, not the retailer’s urgency tactics.

The bottom line: when is black friday mattering less than how you shop. Being intentional about memberships, timing, and timing rest can save money and stress this season.