Thanksgiving weekend through Cyber Monday remains one of the busiest times of the year to shop.
According to the National Retail Federation, a record 202.9 million people shopped from Thanksgiving Day through Cyber Monday in 2025. Black Friday draws more shoppers than any other day of the holiday weekend, both in stores and online. Many stores now advertise Black Friday prices weeks earlier.
Instead of setting an alarm to brave the crowds for deeply discounted items, dedicated shoppers are expected to look for deals online (if they haven't already finished their holiday shopping).
Adobe expects record online holiday spending in 2026, with more shoppers using AI tools and social media to find deals and research products.
How can you make your Black Friday shopping experience productive? BBB has these tips:
Have a plan to make the most of Black Friday deals.
Start with a list of items you need and use sale flyers and promotions to determine which store has the best price for the big-ticket and popular items.
Based on what stores have the best deals for your list, map out your route. Some retailers only honor certain sale ads early in the morning and have limited inventory of those items.
Set a budget and stick with it before heading out.
Read the fine print.
Some retailers may offer an additional percentage off the purchase, but could exclude certain deals or items such as “doorbusters.”
Watch for companies boasting a high percentage off; the item may be “75% off,” but the original price could be inflated.
Carefully check the price tags, terms, and conditions. See if competitors have the item at a better price or have a better return policy.
Check the reviews.
If you're not familiar with the retailer, visit BBB.org to check their complaint and review history.
BBB reviews can be trusted over other review sites; find out why.
Read product reviews on extremely discounted items.
Sign up for email alerts and reward programs.
Many stores send their best Black Friday deals and exclusive coupons to their email subscribers. Sign up before the holiday season, then unsubscribe afterward if needed.
Use reward cards or credit cards that offer cash back, points, or other benefits.
Know the return policy and warranty information.
Before you leave the store, make sure you have gift receipts for your items and are aware of the return policies on items purchased during the holidays.
Pass any information about returns, exchanges, repairs, and warranties to the person using the item.
Go online.
You may not have to leave the house if the store offers the deal online!
Look for free shipping and in-store pickup options to avoid the crowds.
Coupon sites and browser extensions can offer discount codes that may bring the delivery price below that of an in-person exchange.
See if the upcoming Cyber Monday price might be lower than the Black Friday one.
Look for the BBB Seal. It's The Sign of a Better Business®.
Shop with confidence this Black Friday by choosing businesses that prioritize trust and ethics in the marketplace. You'll have peace of mind, avoid scams, and make smart purchasing decisions.
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