Black Friday—November 27 in 2026—has evolved far beyond a single day of doorbuster deals. What began as chaotic crowds in 1950s Philadelphia now spans weeks (or months) of promotions, dynamic pricing, AI-driven personalisation, and psychological tactics designed to drive urgency and spending. While the event promises massive savings, many "secrets" reveal it's often more marketing spectacle than pure bargain bonanza. In 2026, with inflation concerns lingering and retailers extending sales earlier than ever, understanding the hidden layers helps shoppers navigate smarter—avoiding traps while capturing genuine value.
The term "Black Friday" has darker roots than most realise. The earliest recorded use dates to September 24, 1869, when Wall Street financiers Jay Gould and Jim Fisk attempted to corner the gold market, triggering a crash that bankrupted investors and shook the economy—a true financial "black" day of panic.
The shopping connection emerged in the 1950s–1960s in Philadelphia. Police officers coined "Black Friday" to describe the overwhelming crowds, traffic jams, accidents, and shoplifting the day after Thanksgiving—exacerbated by suburban shoppers flooding the city for holiday deals and the Army-Navy football game. Workers calling in sick post-Thanksgiving added to the "black" mood.
Retailers disliked the negative connotation and tried rebranding it "Big Friday", but failed. By the late 1980s, they flipped the narrative: Black Friday became the day stores shifted "from red (losses) to black (profits)" due to the holiday surge. This profit story—while appealing—was largely marketing spin. The name stuck, and the event ballooned into a global phenomenon.
Black Friday 2026 isn't confined to November 27. Sales now start in early November (sometimes October), blending into "Black November" or "Black Week". In 2025, influenced revenue climbed as early as November 11, with retailers preventing pre-peak slowdowns through targeted early access, loyalty perks, and personalised offers. Expect similar acceleration in 2026—deals rolling out weeks ahead to capture intent before peak chaos.
This extension dilutes urgency: many "Black Friday exclusives" appear earlier or repeat. Shoppers who wait for the "official" day often miss better early offers or face sold-out stock.
Black Friday 2026 promises record participation, but its secrets lie in preparation over frenzy. It's more than a sale—it's a retail psychology event. Shop intentionally, and the real wins emerge from knowledge, not hype.