The US is preparing for a Black Friday tempered by inflationary pressures
Consumers are looking forward to the big period of discounts, which extends to Cyber Monday, with less excitement than in previous years
A shopping frenzy will grip the United States this Friday, November 28th, as tradition mandates the day after after Thanksgiving. Recent studies reveal that this year consumers will be more cautious in their shopping trips than in previous years. The inflationary effect of Washington’s economic policies has impacted Americans’ purchasing power, and high-income families (those earning over $200,000 annually) plan to spend 18% less during the Black Friday-Cyber Monday period this year compared to 2024, while low-income families (those earning up to $50,000) will reduce their spending by up to 12%, according to a Deloitte survey.
Large department stores, as well as retailers, will try to stimulate commerce as much as possible so that the start of the Christmas season is not overshadowed by the pessimism expressed in the country’s economic forecasts.
The story of the so-called Super Bowl of consumerism dates back to the 1980s, when retailers decided to capitalize on the festive atmosphere of Thanksgiving and the approach of Christmas to launch a day of irresistible deals that would allow them to turn losses into profits. Forty years later, Black Friday has gained such traction that dozens of countries in Latin America and Europe also celebrate it. The event has become a global phenomenon of mass shopping.
When do sales start?
Black Friday will begin at 12:01 a.m. on Friday, November 28. From that moment on, thousands of products will see price reductions for a limited time. The deals will be available from the early morning hours on digital e-commerce platforms like Amazon and eBay, and on online stores across the country.
Regarding the opening hours of physical stores, these usually vary depending on the state, but most open their doors at 6:00 a.m. to accommodate the massive influx of customers during the day.
These are the opening hours of some of the country’s largest department stores (local time):
| Stores | Opening Hours |
|---|---|
| Macy’s | 6.00 |
| Lowe’s | 6.00 |
| Target | 6.00 |
| Apple | 8.00 (discounts will begin at 3.00 on the brand’s website) |
| Costco | 10.00 |
| Marshalls | 7.00 |
| TJ Maxx | 7.00 |
| Walmart | 6.00 |
| Best Buy | 9.00 |
| JC Penney | 5.00 |
| Ulta Beauty | 6.00 |
Most shopping centers will operate on extended hours, opening their doors at 6:00 a.m. (local time) and closing between 9:00 p.m. and 11:00 p.m., but it will be necessary to check the opening hours in each case.
Cyber Monday
The deals won’t end on Friday. Designed exclusively for online sales, Cyber Monday 2025 will take place on Monday, December 1st, right after Black Friday weekend. Many stores and brands typically extend their promotions beyond these two key days, a period known as Cyber Week, giving shoppers a chance to snag discounts until Sunday, December 7th.
Will people be working on Black Friday?
While it’s not on the federal holiday calendar, more than 20 states recognize it as a state holiday. During Thanksgiving weekend, educational institutions such as schools and universities, as well as thousands of businesses nationwide, remain closed. According to estimates from the American Automobile Association, 82 million people will travel this coming weekend, and six million of those will travel by plane, as the country’s air traffic continues to normalize after the disruptions caused by the government shutdown.
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