I’ve Been Writing About Black Friday for 12 Years. Here’s My Advice

Black Friday used to actually just be one day long. Shoppers would camp outside of stores, paper circulars in hand, eagerly awaiting the chance to bust down some doors and save a ton of cash. Over time, the sales event has grown. Now, the entire month of November is a hydra where the heads are “slashed prices” and the sword-wielding hero is an overwhelmed customer.

Nearly every deal is available online, meaning you don’t need to leave the couch to participate. But all the marketing and chaos can get confusing. How can you tell if a deal is worth your time and money? When do sales start and end? Do you really need that gadget? I’m a Black Friday veteran who’s been shopping the sales since early childhood and writing about them since 2013, and I’m here to help.

When Is Black Friday?

In 2025, Black Friday falls on November 28. It’s followed by Cyber Monday on December 1, 2025. Most of the official sales start on Wednesday or Thanksgiving, though some of the best deals start on Friday, sometime in the early hours.

I have been Black Friday shopping for over 20 years. My advice, if you’re on the hunt for killer deals, is to stay up late the day before Thanksgiving to check for online sales starting around midnight Eastern time on Wednesday, November 26. WIRED will also cover major sales later in the day on Thanksgiving.

Can You Get Black Friday Deals Online?

You can—and should. We exclusively cover online deals at WIRED because the majority of Black Friday deals are available on the web. The best deals often sell out quickly, so it’s a good idea to pay attention to your favorite store’s sale pages (and our coverage).

Make a list of what you want to buy ahead of time—this can help you keep a clear head when it’s time to start shopping. You shouldn’t buy things just to buy them. Everyone’s on a tighter budget these days; sales will happen again. Take a deep breath and don’t get sucked into the frenzy.

Which Retailers Will Have Black Friday Deals?

Nearly all of them. There are obvious stores, like Amazon, Target, Walmart, and Best Buy, but chances are every retailer and brand will have some sort of sale, spanning deals on clothing, shoes, books, electric scooters, tech, health and beauty items, or fitness specialty goods, to name just a few categories. There might even be promotions going on at your favorite coffee shop or restaurant. When in doubt, visit a retailer’s website. Usually, Black Friday sales are highlighted proudly on the homepage.

Here are a few Black Friday sales pages from major retailers:

Is Black Friday Worth It?

In a word: Usually. Most of the time, Black Friday deals are the best we see all year, and they set the precedent for what dictates a good price in the months that follow.

However, some Black Friday deals aren’t all that great or are repetitive from year to year. For instance, you’ll predictably see low prices on some smart-home tech, like the Amazon Echo Dot or Google Nest Mini. In previous years, those speakers have sold for around $20 or so, every single November. This year, they’ll probably dip to the same price. Even if a price is technically a historic low, consider whether you truly need another cheap little speaker before you place your order—especially considering that these deals tend to pop up repeatedly throughout the year.

Discounts aren’t jaw-dropping if the products go on sale every few months, and unfortunately, we have seen more and more repeat sales as the shopping holidays start to blur into one big ball of madness. But the deals are still worth it if you are in the market for a specific item and want to save some cash. Just keep in mind that price research is important, and if you miss out on a deal, don’t fret; there’s a strong chance it will come around again at some point in the future.

How Much Money Can I Save on Black Friday?

That depends on what you’re shopping for. There are so many deals up for grabs in so many categories that it’s impossible to list them all here.

For example, TVs are usually a great purchase to make around Black Friday, if you can find the right model. They are at their cheapest this time of year, especially if you don’t want to wait until Super Bowl season. In the same vein, you’ll be able to save on clothes, toys, and home goods, but those deals may not be as enticing when you look at specific dollar amounts. It’s safe to assume that everything is less expensive than usual, though.