Will This Be a Record Black Friday?

According to the National Retail Federation (NRF), a record 183.4 million people are gearing up to shop this Thanksgiving weekend, a slight increase from last year’s 182 million. While the NRF tracks shopping activity from Thanksgiving through Cyber Monday, Black Friday remains the top day for deals. An estimated 72% of shoppers, or 131.7 million, plan to shop on Black Friday, with 65% opting for an in-store experience.

Holiday Shoppers Starting Early

Prosper Insights & Analytics data shows that holiday shoppers are starting earlier than ever. By early November, over half (58%) of consumers had begun tackling their shopping lists, with an average of 25% of their purchases already completed. This growing trend of early shopping reflects both changing consumer habits and retailers’ strategic timing of promotions.

Retailers Ramp Up Creative Campaigns

Retailers are responding to the evolving shopping landscape with innovative marketing approaches. Target, for example, is running two simultaneous holiday campaigns for the first time. The first, “Happier Holidays from Target,” debuted in early November, offering customers a touch of the brand’s signature holiday magic. The second, “Kris from Target,” introduces a festive new character—a cheerful team member inspired by Santa Claus—ready to help customers find the perfect gifts and snag incredible Black Friday and Cyber Monday deals. This dual approach reflects shoppers’ growing focus on completing their holiday lists as the season progresses.

Other retailers are also finding ways to stay ahead of the curve. Macy’s has rolled out early Black Friday promotions, including “Black Friday Now” deals and its first-ever “Parade of Deals,” which have been running throughout November. Kohl’s joined the trend with a three-day Black Friday Early Access event, giving customers a sneak peek at upcoming discounts.

A Busy Season for Shoppers and Stores

With more shoppers than ever expected to participate, this year’s Thanksgiving weekend is shaping up to be one of the busiest in history. As consumers embrace both in-store and online shopping, retailers are stepping up with creative campaigns and well-timed promotions to meet their needs.

From early sales to festive marketing strategies, the holiday shopping season is already in full swing, promising plenty of deals and memorable experiences for shoppers everywhere.

Cate Bender, the author, is Project Coordinator of Marketing Keys