The Insider’s Shopping Guide to Black Friday Deals and Sales


Last update: 11/5/2023


Ahh, Black Friday...that delirious, manic shopping frenzy the day after Thanksgiving, and now the entire week! Black Friday marks the kickoff of the holiday buying season and retailers offer deep discounts to coax our credit cards from our wallets and purses.

Covid-19 Pandemic’s Effect on Black Friday

We are past the peak of the Pandemic, so 2023 will be a more normal year.  Here are the main issues affecting shopping:

  • Less Supply Chain disruptions = More products available again
  • More online shopping, less wait in line brick and mortar store specials
  • Multiple sale days before Black Friday itself
  • The larger chains will have more inventory - Amazon, Walmart, Target, etc
  • Do not look for Killer deals of yesterday year
  • Make your list and buy early, very early, like in October
  • Expect more in store sales than 2023, but not a return to normal

In recent years, there has been a noticeable trend of more people shopping online rather than in physical stores on Black Friday. Several factors contribute to this shift:

  1. Convenience: Online shopping allows customers to browse and make purchases from the comfort of their own homes, avoiding long lines and crowded stores.
  2. Extended Hours: Many online retailers offer Black Friday deals that last for several days or even weeks, giving shoppers more flexibility to find and purchase the items they want.
  3. Price Comparisons: Online shoppers can easily compare prices and read reviews, which can help them make informed purchasing decisions.

Be sure to look at our Black Friday Ad Scans and Deals Page

Where did Black Friday Originate?

Let's face it; this American brand of holiday binge-buying has deep roots in our culture stretching back to the early twentieth century. Back in the day, behemoth department stores began sponsoring Thanksgiving parades to attract crowds of consumers to the front of their stores, where they prominently displayed the merchandise of the day in their windows with steep discounts on oversized price tags. In fact, the day after Thanksgiving as the unofficial start of the holiday shopping season may be linked with these parades. Thanksgiving parades often include an appearance by Santa at the end, the idea being that "Santa is just around the corner"—as Christmas is the next major holiday after Thanksgiving. And of course, stores want to maximize the holiday shopping season, so why not start the day after Thanksgiving?

The origin for Black Friday's name came from this era as well—it was traditionally the day when stores went “into the black”, or started to make a profit. Traditionally, financial losses and profits were marked in accounting records with either red or black ink—red ink was used to show losses, black ink profits. Generally, retailers operated at a financial loss for most of the year and made their profit during the holiday season, so Black Friday (being the start of the holiday season) would be the day when retailers would no longer be “in the red” but now “in the black.”

  • In the early 1960's, police officers in Philadelphia dubbed the day after Thanksgiving as "Black Friday", because the streets and sidewalks were so clogged with shopping traffic that day.

Today, retailers reach out to consumers via social media, email, search engine ads, and traditional TV and radio ads - but the result is the same: the best bargains of the year.

To help you find the best of those bargains, we have compiled this comprehensive guide to maximizing your discounts - and sheer shopping bliss - during this crazy time.

Black Friday: The Big In-Store Shopping Day?

Retailers plan their Black Friday strategies well in advance and often pricing information is unintentionally and intentionally leaked on social media and blog posts. If you want to know where the best deals are going to be on specific items, unleash your inner lurker - closely monitor your favorite Black Friday Websites and Apps.

Major Sales Days

  • November 24, 2023 - Black Friday
  • November 25, 2023 - Small Business Saturday
  • November 27, 2023 - Cyber Monday
  • November 28, 2023 - Giving Tuesday
  • December 18, 2023 - Green Monday - Biggest Online Sales Day in December
  • December 23, 2023 - Super Saturday (Panic Saturday) - Saturday before Christmas. Higher Sales than Black Friday
  • December 26, 2023 - Day after Christmas, Boxing Day in some countries

And don't forget your venerable Thanksgiving day newspaper - it will be full of Black Friday ads and coupons. Time to subscribe for a couple days.

The weekend after Black Friday is often filled with special sales as well, but usually on different products and not nearly as discounted as on Black Friday.

Keep in mind - the start date for Black Friday has become fluid, and some stores - especially online retailers, start early. Visit sites like Best Buy, Walmart, or Target in early November, and you can view almost every deal to be launched on Black Friday. Last year, Target started Black Friday deals on November 24th - a full week early.

In fact, Amazon was utterly obtuse about launching early. “Black Friday is almost here, but we didn’t want you to wait until the day after Thanksgiving for Black Friday deals, so we kicked off the savings a little early,” said Amazon’s Black Friday site last year. “We are counting down to Black Friday 2014 with, yes, even more deals, all day, every day.” In 2016 it was almost Black Friday Month during November.  Still, the best deals were held back for Thanksgiving Day and Black Friday.

The actual sales start online on Thanksgiving day and have been starting earlier each year in retail stores. Some retail stores are now breaking tradition and staying open on Thanksgiving day, to compete with their online competition. This is unfortunate for the workers as the holidays should be spent with family and friends, with almost 47% of shoppers agreeing with them.

For many years, retailers would open at 6:00 am the day after Thanksgiving. But more recently, retailers have started opening even earlier, at 5 or 4 in the morning. In 2011, stores including Target, Kohl’s, Macy’s, and Best Buy opened at midnight! The year after, several retailers announced that they would be opening at 8pm on Thanksgiving—which provoked calls for a walkout. But despite the opposition, more stores have joined the growing number that open on Thanksgiving Day: in 2014 stores such as JCPenney, Best Buy, Radio Shack, Target, Walmart, Belk, and Sears all opened at 5-6pm on Thanksgiving Day—the list continues to grow today.

Savvy shoppers know, however that not all products on sale for Black Friday are a great deal. Some retailers repeat the same or similar products and pricing each year, and leftover products are often sold at the same or even lower prices at Cyber Monday sales.

Action Tips:

  • Products on sale include popular items and one-off products brought in just for the sale.
  • Watch out for inflated retail prices on some items and model numbers that cannot be found elsewhere - see more on this topic below.
  • Some items may be sold for less later in the season.
  • Many products that are MAP (Minimum Advertised Price), UMRP (Unilateral Manufacturer's Retail Price) or fixed price cannot be discounted by the retailer, so they include freebies like gift cards instead.

Die-hard shoppers have learned get up early and camp out in front of their favorite stores to be among the first in line when they open their doors. Door buster deals, which are the most deeply discounted items, have limited stock and can sell out in just minutes.

To prevent chaotic stampedes in and out of the store, retailers have learned to hand out vouchers to shoppers outside before they open their doors. Retailers will often open as early as 5:00AM.

Black Friday Car Deals

Black Friday is also a great time to buy a car, although you will not find any super deals like those on TVs at 50% off. The reason it is a good time to buy is because the date lines up with the annual year end inventory clearance that starts in October. Best deals are on current year models that are being phased out.

  1. Research Ahead of Time:
    • Start researching car deals and incentives well before Black Friday. Check the websites of local dealerships, as they often provide information about upcoming promotions.
  2. Check Manufacturer Offers:
    • Many automakers offer special financing rates, cashback incentives, and lease deals during Black Friday. Visit the official websites of the car manufacturers you are interested in to see if they are running any promotions.
  3. Contact Local Dealerships:
    • Reach out to local car dealerships and inquire about their Black Friday deals. Ask about specific models, incentives, and any promotions they have planned.
  4. Consider Pre-Owned Vehicles:
    • If you're open to buying a used car, many dealerships and used car lots may also have Black Friday promotions for pre-owned vehicles.
  5. Visit Dealerships in Person:
    • If you're interested in test-driving a car, consider visiting dealerships in person. Sometimes, they may have special in-person-only deals.
  6. Be Ready to Negotiate:
    • While there may be advertised deals, you can still negotiate the price of the car. Research the fair market value of the car you're interested in and be prepared to haggle.

Insider’s Tips:

1. The sales usually start online early Thanksgiving Day. Different sites may launch their best specials at different times, so refresh your product's page often to see the price drop. 50% of Americans plan to shop on Thanksgiving . 42% plan to do it all online, and 40% will visit a store. The number just increase every year.

2. Rebates are not always as convenient as stores want you to believe. Retailers often advertise rebates in their ads, but consumers often overlook the real issue: they'll actually be charged full price at the register, and must then mail in the rebate form to receive their rebate in the form of a check. Processing times on these rebates vary wildly and can often take months for the rebate to arrive.

3. If you have tech items in your shopping list, watch out for derivative devices such as tablets, laptops, and TVs. Some retailers bring in cheap look-alike products in these categories with fewer features and capabilities. For example, you might be interested in an HP 27" monitor, and you find a great price on a retailer's website. You notice, however that there is no manufacturer's model number, few technical specifications, and the monitor is listed as a "special buy." A search of the HP website shows no matching monitor, and a Google search shows only the retailer's product. This monitor is likely a derivative product meant to resemble other, higher quality HP products, and manufactured just for Black Friday.

4. Finally, don't be fooled by phony "regular" prices displayed next to the Black Friday price. Some retailers use the product's MSRP for this purpose to artificially inflate the discount amount.  For instance, you may find a tablet for $99 with a regular price of $199. Great deal, right? Not so fast - a quick check of the manufacturer's website lists the tablet at $129. While $99 is not such a bad deal, it is a far cry from the $100 savings advertised.

5. Some Black Friday deals are available at other sales during the year. And in some cases, better deals can be had later in the year as the holiday season progresses. For example, consider a kitchen staple: the iconic Kitchenaid Classic Stand Mixer. In 2013, the mixer was priced at $199 at Target for Black Friday - a full $30 discount from its usual $229 price tag. However, if you had checked the Target website a month earlier, you would have found it available for just $184.

6. Not everything in the store is on sale. Sure, door busters grab the headlines, but most of the products in any given store will be full price. Clearly, the best strategy for smart shoppers is to research and price compare.

7. Leaked Black Friday Ads start appearing in October. Most of the initial ones are from smaller store chain trying to get some Free publicity. (Half Price Books, Harbor Freight, Ace Hardware) The large stores (Target, Walmart, Best Buy) typically have their ads leaked around Mid November.  Over the years, more stores are leaking ads to those who register at their website.

8. Video game console like the PS5, Nintendo Switch and Xbox usually have special holiday bundles with games and digital extras. Look for these limited time items.


How to Prepare for Black Friday

If you have ventured out into the frantic frenzy of Black Friday before, you know it pays to be prepared. Start by finding others in your family and friends who are willing to join you - you can take turns standing in line, compare notes, and even split up to make certain you get all the fast moving items before they sell out. At the very least, coordinate your trips and save time.

Here's our top tips for navigating the chaos:

  •  Look online for deals before picking a store to go to
  •  Buy online instead of waiting in line
  •  Bring snacks and water
  •  Make certain you keep track of when your favorite stores open and when the door busters are valid
  • Wear comfortable clothes and keep warm
  • Charge up your smartphone or tablet
  • Download Black Friday app


  1. Make a Shopping List:
    • Create a list of the items you want to purchase. Prioritize the items you need most, and consider what you can afford.
  2. Set a Budget:
    • Determine how much you can spend on Black Friday shopping. It's essential to stick to your budget to avoid overspending.
  3. Research Deals:
    • Start researching Black Friday deals well in advance. Look for advertisements, online listings, and sneak peeks at sales. Many retailers release their Black Friday deals ahead of time.
  4. Sign Up for Retailer Newsletters:
    • Subscribe to the newsletters of your favorite retailers. They often send exclusive deals and promotions to their subscribers.

Prepare your payment methods

  • Make sure all your credit cards have chips
  • Setup phones that have Apple Pay or Samsung Pay
  • Create accounts for Paypal, Visa Checkout

Don't fall victim to unintended impulse purchases - savvy shoppers know to put a shopping list on their smartphone and stick to it. And don't forget to include something for yourself this holiday season - you've worked smart and hard all year, right?

Smart Tip: Visit deal sites such as BuyVia which will list Black Friday sales early at major retailers.

While more Black Friday shoppers are shopping online in their PJs while sipping a latte each year, this also means the store crowds are thinning. The upshot for you? Some of the best items with the deepest discounts may only be available in the store.

But just because you are venturing out doesn't mean you have to be offline. Gear up your inner shopping warrior - charge your smartphone and tablet, and bring extra batteries. Download an app like Black Friday app for Android and iOS.

Top Tips:

  • Payoff your credit cards
  • Bring friends
  • Have a shopping list with products and model numbers and clothing sizes
  • Go to the store a few days before to check out where products are located
  • Have a parking strategy ready if there is no parking lot
  • Have a schedule of store hours


Although Black Friday is no longer the official start date of the holiday shopping season, the date itself is still a strong incentive for retailers - a symbol that they can once again pick up their virtual megaphone and start the shameless shill to separate you from your gift-giving dollars.

Smart consumers have learned to be less concerned about the date and more about the discount itself. It's not so different than any other time of year; discerning comparison shopping will always help you find the best deal.

Still, Black Friday is the biggest shopping day of the year with  millions being spent across the nation. Your entire holiday shopping list and personal wish list can be fulfilled at a fraction of the regular price. If you want to get the absolute rock bottom pricing, it is crucial that you plan ahead to reap the rewards available on these two days.

Don't forget the Saturday after Black Friday is now Small Business Saturday. Save some of your money and shop local or use your American Express card - American Express even offers rewards when you buy from participating small businesses.

And finally, you may want to save some space on your credit cards for Cyber Monday. Cyber Monday occurs online the Monday after Black Friday and offers amazing discounts, incentives, and best of all - free shipping.

For example, Cyber Monday starts at midnight on Amazon and new deals kickoff every ten minutes. Last year, Cyber Monday became Cyber Week; Amazon pushed deals to discount-thirsty consumers for five days, and they covered a wide range of products.

Do you have a favorite Black Friday or Cyber Monday story to share with us?

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3 responses to “The Insider’s Shopping Guide to Black Friday Deals and Sales”

  1. Tere says:

    This is very good opportunity for shopping and this article is helpful . I love it

  2. Elizabeth Zamora Cole says:

    I need Black Friday save my money

  3. Pam says:

    Thank you. Excellent tips and easy to understand reading tips!

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