Black Friday History & Strategy: Does It Still Matter in 2025?
Black Friday has evolved from a chaotic shopping day into a month-long retail phenomenon, and understanding its surprising origins helps explain why it still matters for your business in 2025.
What Is Black Friday and Where Did It Come From?
Black Friday is the day after Thanksgiving in the United States, traditionally marking the unofficial start of the holiday shopping season. But the name's origin has nothing to do with retail profits or accounting ledgers. The real story is far more interesting.
The term first appeared in 1869 to describe a financial crisis when gold prices collapsed, causing widespread panic. But the shopping-related usage emerged in 1950s Philadelphia, where police officers coined it to describe the chaos of crowds flooding downtown streets before the annual Army-Navy football game. Officers dreaded working those marathon shifts managing traffic jams and shoplifters.
The popular myth that retailers move from "red" to "black" ink on this day is actually a 1980s marketing reframe. Retailers successfully transformed a negative term into a positive shopping tradition, and by the late 1980s, Black Friday had evolved from a Philadelphia headache into America's biggest shopping day.
Key Historical Milestones
- 1924: Macy's hosts first Thanksgiving Day Parade, linking holiday shopping to Thanksgiving
- 1950s: Philadelphia police begin using "Black Friday" for post-Thanksgiving chaos
- 1961: Retailers unsuccessfully try rebranding it "Big Friday"
- 1980s: The "red to black" accounting myth takes hold nationally
- 2005: "Cyber Monday" is coined, extending the shopping weekend online
Does Black Friday Still Matter in 2025?
Absolutely. Despite headlines questioning its relevance, Black Friday continues breaking records. In 2024, U.S. online sales hit $10.8 billion on Black Friday alone, a 10.2% increase from the previous year. Global spending reached $74.4 billion. For 2025, projections show online sales climbing to $11.7 billion.
What has changed is how people participate. The single-day doorbusters have evolved into "Cyber Week," a five-day shopping period generating over $41 billion in 2024. Nearly 88% of consumers plan to shop during Cyber Week in 2025, up from 84% in 2024.
| Metric | 2024 Results | 2025 Projection |
|---|---|---|
| U.S. Black Friday Online Sales | $10.8 billion | $11.7 billion |
| Cyber Monday Sales | $13.3 billion | $14.2 billion |
| Mobile Share of Sales | 57% | 56%+ |
| Total Cyber Week | $41.1 billion | $43.7 billion |
The data is clear: Black Friday isn't dying. It's transforming. Understanding this transformation is essential for any business wanting to capture their share of holiday spending. For more on building effective seasonal campaigns, explore our guide on creating a digital marketing strategy.
How Black Friday Has Fundamentally Changed
The Black Friday of 2025 looks nothing like the event from even five years ago. Three major shifts have reshaped everything about how consumers participate and how businesses should respond.
It's Now a Shopping Season, Not a Single Day
Nearly 45% of consumers now start holiday shopping before November. The single-day frenzy has stretched into "Black November," with major retailers launching promotions weeks early. Amazon, Walmart, and Target all begin sales in mid-November, and data shows October promotions increasingly capture holiday spending.
Mobile Has Become the Dominant Channel
Smartphones drove 57% of all online sales on Cyber Monday 2024 and 70% of global Cyber Week purchases. This isn't a trend; it's the new reality. Businesses without mobile-optimized experiences are essentially invisible to most Black Friday shoppers.
AI Is Reshaping Discovery and Decisions
Over 54% of consumers plan to use AI tools to find the best prices and analyze reviews. AI-driven traffic is projected to increase 520% during the 2025 holiday season. Retailers using AI-powered chatbots saw 9% higher conversion rates in 2024. This shift toward AI-assisted shopping creates both opportunities and challenges for businesses of all sizes.
Understanding these changes is the first step toward building an effective approach. Our article on when to use AI in marketing explores how to implement these technologies responsibly.
How to Actually Utilize Black Friday in 2025
Winning Black Friday in 2025 requires a different approach than the doorbuster mentality of the past. Here's what actually works for growing businesses.
Start Early and Extend Late
Begin promotions 3-4 weeks before Black Friday. Research shows 38% of shoppers take advantage of sales the week before Thanksgiving. Create a teaser campaign, offer VIP early access to loyalty members, and build anticipation through email and social channels.
Prioritize Mobile Experience
Test your entire purchase flow on mobile devices before the rush. More than half of Black Friday purchases happen on phones. Fast load times, simplified checkout, and mobile-friendly payment options like Apple Pay and Buy Now, Pay Later services (which drove $686 million on Black Friday 2024) are essential.
Focus on Retention, Not Just Acquisition
Your existing customers are your most valuable Black Friday asset. Offer exclusive early access, extra loyalty points, or member-only discounts. Email marketing influenced 59% of holiday purchasing decisions, delivering $36-50 ROI per dollar spent.
Use Omnichannel Communication
Coordinate messaging across email, SMS, and social media. Push notifications and SMS messages saw 37% higher engagement during Cyber Week compared to email alone. Meet customers wherever they spend their attention.
Small Business Saturday Opportunity
Don't overlook the Saturday after Black Friday. Shoppers spent an estimated $17 billion at small businesses on Small Business Saturday in 2023, and 20% of holiday shoppers participated in 2024. Position your business as a local alternative to big-box retailers.
For detailed guidance on building seasonal campaigns, see our email marketing fundamentals guide.
Black Friday Mistakes to Avoid
Even well-prepared businesses make predictable errors during Black Friday. Here are the most common pitfalls and how to avoid them.
Racing to the bottom on price. Competing purely on discounts erodes margins and attracts bargain hunters who won't return. Instead, bundle products, add value through exclusive bonuses, or offer tiered discounts that increase average order value.
Ignoring website performance. If your site crashes under traffic, you've lost the entire opportunity. Test load capacity well before Black Friday. European retailers processed 11.4 orders per second at peak, and if your infrastructure can't handle surges, you're leaving money on the table.
Treating it as a one-day event. The brands that win are running coordinated campaigns throughout November. Starting your Black Friday marketing on Black Friday is already too late.
Neglecting post-purchase follow-up. Black Friday brings new customers, but retaining them determines long-term growth. Set up welcome sequences, request reviews, and nurture first-time buyers into repeat customers.
The Bottom Line
Black Friday has transformed from a single chaotic shopping day into a month-long retail season. The fundamentals, however, remain the same: customers want value, convenience, and trustworthy experiences. Businesses that plan early, optimize for mobile, leverage multiple channels, and focus on customer relationships will capture their share of the billions in holiday spending.
Need help building your holiday marketing strategy? Explore TrueFuture Media's digital marketing services for results-focused campaigns that deliver measurable outcomes.
Frequently Asked Questions
Why is it called Black Friday?
The term originated with Philadelphia police in the 1950s to describe the chaotic crowds and traffic after Thanksgiving. The popular explanation about retailers going from "red" to "black" ink is a later marketing invention from the 1980s.
When should small businesses start Black Friday marketing?
Begin planning in September or October and start active promotions 3-4 weeks before Black Friday. Nearly half of consumers start holiday shopping before Thanksgiving, so early visibility captures purchases that might otherwise go to competitors.
Is Black Friday worth it for small businesses?
Yes, when approached strategically. Small businesses can differentiate through personalized service, unique products, and community connection rather than competing on price alone. Small Business Saturday specifically generated $17 billion in spending.
What sells best on Black Friday?
Electronics, apparel, and jewelry consistently lead Black Friday sales. In 2024, jewelry saw nearly 480% sales increases, electronics grew over 450%, and apparel rose close to 400% compared to October averages.
Last updated: November 2025