Black Friday is an annual shopping event that takes place the day after Thanksgiving in the United States. Known for massive discounts in stores and online, Black Friday marks the start of the holiday shopping season and attracts millions of deal-seeking shoppers.
Black Friday always falls between November 23 and November 29, the day after Thanksgiving, which is celebrated on the fourth Thursday of November in the United States.
The term dates back to the 1960s, when Philadelphia police officers used “Black Friday” to describe the crowded streets caused by post-Thanksgiving shopping.
This guide covers the 2026 Black Friday dates, where the name comes from, what happens during the sale, and which Black Friday deals help website owners grow.
When is Black Friday?
Black Friday takes place the day after Thanksgiving in the United States, which falls on the fourth Thursday of November each year. While the exact date changes annually, Black Friday always occurs between November 23 and November 29. In 2026, Black Friday falls on November 27, and Cyber Monday falls on November 30.
Black Friday marks the beginning of the holiday shopping season, characterized by massive sales and discounts. While it began as a one-day event, it has expanded into what many refer to as the Black Friday weekend, running from Thanksgiving Thursday through that same Sunday.
Tucked in the middle is Small Business Saturday, when shoppers are encouraged to buy from local and independent stores. American Express launched it in 2010 as a counterweight to the big-box focus of Black Friday, and it’s since become a fixture of the holiday shopping weekend.
The following Monday is known as Cyber Monday, a day dedicated to online shopping deals that has grown nearly as popular as Black Friday itself.
In recent years, retailers have extended promotions to cover almost the whole week, blending Black Friday, Small Business Saturday, and Cyber Monday into a larger shopping period.
The holiday shopping season then continues through December, peaking around Christmas and concluding with New Year’s celebrations.
Here are the key dates that shape the Black Friday shopping season:
- Thanksgiving Day. The fourth Thursday of November, a national holiday in the US centered on family gatherings, gratitude for the past year, and a large traditional meal.
- Black Friday. The day after Thanksgiving, the main shopping event that marks the official start of the holiday shopping season.
- Small Business Saturday. The Saturday after Thanksgiving, dedicated to shopping at local and independent businesses rather than big-box retailers.
- Cyber Monday. The Monday after Thanksgiving, a follow-up shopping day focused on online deals, which has become nearly as big as Black Friday itself.
Why is it called Black Friday?
The most widely accepted origin of the “Black Friday” term dates back to the 1960s in Philadelphia, when police officers used it to describe the heavy traffic and crowded streets caused by post-Thanksgiving shopping.
Over time, retailers gave the phrase a more positive spin. Traditionally, many businesses operated “in the red” for much of the year. The surge in holiday shopping sales that began the day after Thanksgiving often pushed them “into the black.”
These colors reference accounting terms where red ink signifies financial losses, and black ink represents profitability. This shift from red to black is what linked Black Friday with business success, associating it with profitability and the official start of the holiday shopping season.
Black Friday’s history may be rooted in American shopping culture, but its influence now extends worldwide. Many countries outside the US host their own Black Friday marketing sales campaigns.
What happens on Black Friday?
During the Black Friday period, shoppers enjoy doorbuster deals, steep discounts, and special limited-time offers across almost every product category, from electronics and fashion to home goods and beauty.
These sales take place both in stores and online, and online keeps growing. In 2025, holiday shoppers planned to spend 56% of their budget online, according to Deloitte. This shift has pushed many businesses to offer exclusive online Black Friday deals on their ecommerce sites, making digital storefronts just as crucial as brick-and-mortar shops.
While Black Friday was once a one-day shopping frenzy, the tradition now extends through the weekend and transitions into Cyber Monday. Many retailers even launch promotions early, sometimes weeks in advance, turning the event into a month-long sales opportunity.
If you’re also planning a Black Friday sale, focus on both attractive deals and the right channels to spread the word. The more buzz you create, the better your chances of increasing your conversions. Online store owners can use the 7-step Black Friday checklist with Hostinger Agent to plan their offer and draft the marketing content for each channel.
Here are proven strategies to prepare for and increase sales during Black Friday:
- Set a Black Friday pricing strategy. Choose discounts, bundles, or tiered offers that attract buyers and still protect your margins.
- Prepare your online store. Make sure your site loads fast, handles traffic spikes, and keeps checkout simple.
- Run Black Friday email marketing campaigns. Send exclusive coupon codes, early-access promotions, and limited-time offers to create anticipation.
- Leverage Black Friday social media marketing. Use platforms like Instagram, Facebook, and TikTok to showcase deals, run targeted ads, and engage with shoppers in real time.
- Launch Black Friday landing pages. Create dedicated Black Friday pages to highlight your best offers, showcase bundles, and guide customers directly to discounts.
Did you know?
While Black Friday is not a national holiday in the United States, many businesses treat it like one. Some offices give employees the day off, while retailers prepare for one of their busiest shopping days of the year.
What Black Friday deals can website owners get?
Website owners get Black Friday deals on 10 Hostinger products, from launching a website to growing a business. The sale runs from October 19 to December 14, 2026, and the main deals need no coupon code.
The deals fall into 3 groups, based on what you want to achieve.
- Get your website online. Domain names, web hosting, and Hostinger AI Builder cover everything you need to launch. Selected hosting plans include a free domain, email, and SSL. AI Builder creates websites and web apps without coding, either from your description in Agentic mode or by hand in Manual mode.
- Sell and market your business. The ecommerce plan lets you sell unlimited digital and physical products with 0% transaction fees. Hostinger Reach runs your email marketing campaigns, and business email gives you a professional address on your own domain.
- Automate and scale. VPS hosting and web apps hosting give growing projects dedicated power and fast deployment. AI automation apps run managed AI agents for daily tasks. Hostinger Agent helps with SEO, sales, and content through 150+ skills built for small business owners.
See all Hostinger Black Friday deals and get your website ready before the busiest shopping week of the year.
This article is a localized version of What is Black Friday?, originally published in English.
Larassatti Dharma is a content writer with 5+ years of experience in the web hosting industry. She has populated the internet with over 100 YouTube scripts and articles around web hosting, digital marketing, and email marketing. When she's not writing, Laras enjoys solo traveling around the globe or trying new recipes in her kitchen. Follow her on LinkedIn
