Traditionally, Black Friday has been seen as the day to score the best deals of the holiday season. However, the rise of online shopping over the last couple of decades has changed the landscape of holiday sales. Black Friday is no longer just a day; it’s an event that stretches over several weeks, with retailers launching pre- and post-Black Friday discounts in-store and online that have become key parts of the shopping season. Keep reading to gain a better understanding of the 2025 holiday shopping scene and discover the best times to shop.

How Are Holiday Prices Determined?

Holiday prices are typically determined months in advance through a combination of market forecasting, inventory planning, and analysis of economic conditions. Inventory for the holiday season is often created 6-9 months in advance, though the exact timeline depends on the type of product and whether it’s mass-produced or made overseas and other factors.

Retailers and manufacturers often begin setting promotional strategies in the summer, using data on supply chain costs, inflation, consumer spending trends, and competitor pricing to guide their decisions. By the time November arrives, most sale prices have already been locked in and are only adjusted slightly in response to last-minute economic shifts or inventory levels.

The Best Windows of Time to Shop for Deals

The holiday shopping season has become a months-long ordeal, with shoppers taking advantage of bargains before, during, and after the holidays. From early discounts to end-of-year markdowns, understanding the timing of sales can help you maximize savings and get the most out of holiday shopping.

Pre-Black Friday Sales

Black Friday and Cyber Monday may be the most well-known holiday shopping days, but you can often find similar, “early-bird” deals beforehand. In recent years, many retailers have started offering discounts in the weeks before Thanksgiving, rolling out sales throughout the month of November and even as early as late October. These sales are designed to cater to shoppers who want to avoid crowds and secure deals before items sell out, with prices comparable to Black Friday itself. This is a great time to find deals on items that might sell out later during the big rush, especially products with specific colors or sizes.

Black Friday Through Cyber Monday

This four-day stretch from Black Friday to Cyber Monday remains the cornerstone of the holiday shopping season. This window of time between Black Friday and Cyber Monday is especially notable for peak sales of more expensive purchases like electronics, appliances, and toys. Retailers use a blend of in-store sales and exclusive online deals to turn this weekend into a massive shopping event filled with both traditional excitement and digital convenience.

Post-Christmas Sales

Once the holidays wind down, post-Christmas sales offer another round of discounts. Although holiday shopping is generally geared toward gift-buying, there are a lot of opportunities in the weeks after Christmas for markdowns on seasonal items and decorations. During this time, retailers need to clear out large amounts of inventory, making this a great time to stock up on holiday décor for next year or upgrade your Christmas tree. You can even find discounts on winter apparel that can be put away for next year’s gifts.

The Quietest Times and Busiest Days to Shop

Timing your in-person shopping trips can make all the difference if you or your family members want to avoid bustling crowds. Knowing when stores are at their quietest—or most crowded—can help you plan visits that are less stressful and more efficient, bearing in mind that certain deals may only be available on busier shopping days.

The Quietest Times to Shop

If you’re looking for a more relaxed shopping experience, your best bet is Mondays from the time stores open to early afternoon. This time will likely be the quietest because many people are at work or already shopped over the weekend. Mondays from early to mid-November will likely be less busy than other days and still allow you to take advantage of pre-Black Friday sales. Other quieter times to shop include other weekdays in the early morning, early afternoon, and late evening. These less busy periods can provide easier navigation, shorter lines, and a calmer environment.

For individuals with sensory issues, such as sensitivity to noise or crowded spaces, this timing can make a huge difference. A less crowded store typically means less background noise, a clearer line of sight, and more personal space, resulting in a more relaxed, controlled shopping experience. If you or a loved one has sensory concerns or crowd anxiety but still wants the experience of visiting stores for holiday shopping, going during these quieter times may help.

The Busiest Days to Shop

Certain days during the holidays are notorious for heavy traffic, busy stores, and messy shelves. In the U.S., the top 10 busiest shopping days account for approximately 40% of all holiday retail traffic, according to research from Sensormatic Solutions, a retail technology company that collects data on annual shopping trends. These are the top 10 busiest retail days adjusted for 2025:

1. November 28 (Black Friday)
2. December 20 (Saturday before Christmas)
3. December 13 (Second Saturday in December)
4. December 21 (Sunday before Christmas)
5. December 26 (The day after Christmas; this year, it’s a Friday)
6. November 29 (Saturday after Thanksgiving)
7. December 23 (Tuesday before Christmas)
8. December 6 (First Saturday in December)
9. December 27 (Saturday after Christmas)
10. December 19 (Friday before Christmas)

While many retailers offer holiday deals and sales on these days, the in-person shopping experience could prove to be overwhelming. If you aren’t one for crowds, you might want to compare prices and go shopping online during these times instead.

Final Thoughts: Holiday Sales

The holiday shopping season offers opportunities for every type of shopper, whether you’re looking for the best deals or wanting a relaxed shopping experience. Understanding holiday pricing, the windows of times with the best deals, and the busiest and quietest hours for in-person shopping can help you navigate the holiday season with ease. Happy shopping!