Black Friday sales have been rolling out for days — but millions of shoppers will still head to stores early Friday for doorbusters, giveaways and one-day-only deals.
Why it matters: Nov. 28 is expected to be the busiest shopping day of the entire year, in stores and online, according to early holiday forecasts from the National Retail Federation and Sensormatic Solutions.
The big picture: Big-box chains and specialty retailers are leaning heavily into in-store promotions to counteract weeks of early online deals.
- 2025 is the first true AI holiday season, with traffic from AI-powered chat tools expected to surge 520% year over year, Vivek Pandya, a director at Adobe Digital Insights, told Axios.
- Some retailers are also turning to limited-edition merch and giveaways to spark lines before sunrise. (See Black Friday freebies below.)
Black Friday hours 2025
Store hours can vary widely. Here's when major retailers are open Friday, with links to check your local store's hours.
- Academy Sports + Outdoors: 5am to 11pm
- Apple: Varies
- Athleta: Varies.
- Banana Republic: Varies.
- Barnes & Noble: Stores open at 8am.
- Bass Pro Shops/Cabela: 5am to 9pm
- Bath & Body Works: Hours vary but many open by 6am.
- Belk: 6am to 10pm
- Best Buy: 6am to 10pm
- BJ's Wholesale Club: Open 7am
- Burlington: 7am to midnight
- Costco: 9am for executive members; 10am for all members.
- Dick's Sporting Goods: 6am to 10pm
- Five Below: Stores open at 7am.
- Hobby Lobby: 8am to 9pm
- Home Depot: Regular hours, open 6am
- HomeGoods: 7am to 10pm
- JCPenney: Open at 5am
- Kohl's: Open 5am
- Lowe's: Open 6am
- Macy's: Most stores open 6am to 10pm
- Marshalls: 7am to 10pm
- Michaels: 7am to 10pm
- Nordstrom and Nordstrom Rack: Varies
- Office Depot and OfficeMax: Varies, most open at 8am.
- Ross: 7am to 11:30pm
- Sam's Club: Varies by membership; 8am for Plus members and 9am for all members.
- Sephora: Varies.
- Staples: Stores open at 9am.
- Target: Stores open 6am.
- TJ Maxx: 7am to 10pm
- Ulta Beauty: 6am to 10pm
- Victoria's Secret: Varies with stores opening as early as 6am.
- Walmart: 6am to 11pm
Black Friday giveaways 2025
Zoom in: Here's how major retailers are rewarding early shoppers this year.
- Bass Pro Shops & Cabela's: First 250 shoppers get a mystery promo card worth $10 to $500 (valid Dec. 5–27).
- JCPenney: The 5am giveaway includes free snow globes and mystery coupons, followed by a chance to win a Cuisinart coffee maker at 9am, lab-grown diamond studs at 1pm and a Sutra Aero Styler at 5pm.
- Kohl's: First 200 shoppers get $5–$100 in Kohl's Cash; 10 shoppers nationwide win $10,000.
- Lowe's: First 50 MyLowe's Rewards members get a free bucket of products; one shopper per store wins an appliance worth up to $2,000.
- Target: First 100 shoppers get a limited-edition tote with goodies; 10 per store get bonus prizes like a Target Circle 360 membership, $100 Target gift card or small appliances.
