"Knowing when is the right time to buy this year is more difficult. With so many pre-Black Friday sales, there are no assurances the same deals will be offered again on the real Black Friday or that popular items will still be in stock," explained Consumer World founder Edgar Dworsky, who has been tracking Black Friday promotions for decades. "It could be a double-whammy for shoppers -- higher prices and shorter supplies."

Historically, prices on Black Friday itself are some of the lowest of the year. Now sellers are dividing their Black Friday deals into multiple smaller events throughout November, and keeping the real November 28th bargains secret as long as possible. Many sales will start online before they do at brick and mortar locations, and "club" members like those with Walmart+ will get access ahead of the general public. So shoppers are advised to keep doing their homework by comparing products and prices, but to strike early if a deal looks good.

Consumer World offers these holiday shopping tips to help bag the best bargains:

1. Read the Ads: Preview the Black Friday sale circulars now at blackfriday.gottadeal.com. Leaked copies of retailers' ads are very late again this year again so thorough planning is harder. Late shoppers may miss out on deals promoted earlier in the month. Also, get on retailers' email lists, and check their websites and social media to hear about additional "flash" bargains and deals.

2. Evaluate the Deals: Not all Black Friday advertised items are the best deals. To separate the ho-hum deals from the good ones, use a pricing tool, such as the Price Checker in Consumer World or camelcamelcamel.com (to compare today's price for an item to what was charged over the past year at Amazon and other sellers). Amazon's Rufus AI tool can also provide an item's price history. Don't be swayed by advertised large percent-off discounts from list prices that no one really pays. If shopping online, find out the total price including shipping and tax. Lastly, be careful about buying from unfamiliar online sellers who promote too-good-to-be-true prices.

3. Research the Right Product: A low price on a lousy product is no bargain. Check websites where professionals evaluate products, such as Consumer Reports, Wirecutter.com, Rtings.com (TVs and electronics), PCMag.com (computers), best/worst toy lists, etc. Critically read the user reviews posted after most product descriptions on many reputable retailers' websites.

4. Save with "Triple Plays": To save the most, combine the primary ways to save: buy items at a good sale price, use percent-off and dollars-off coupons offered by some stores to lower that price even more, and look for items that also have a cash back rebate. Kohl's tends to have bonus offers like this, but traditional small appliance rebates have virtually disappeared this year.

5. The Early Bird Gets the (Lackluster) Doorbusters: Find out which day the sales begin online and shop at the beginning of the sale because quantities can be very limited, and remember that no rainchecks will be given generally. The same advice applies to in-store sales, so be there when the doors open. Opening hours vary because most stores are closed on Thanksgiving. Expect early morning 5 a.m. openings on Black Friday itself if you choose to venture out rather than shop online.

6. Beat the Early Birds: Expect some major chains to run Black Friday sales starting Sunday or Monday of Thanksgiving week through Black Friday. Some Black Friday sale prices are available now, will start soon, or have ended already. For example, the first part of Walmart's sale event is already over. The second part starts online Tuesday, November 25 at 12:01 a.m through the 27th. and in-store on Friday, November 28. Walmart+ members ($98/yr) get a five-hour head start for online sales likely frustrating non-members seeking the hottest items. Amazon's Black Friday deals run November 20 at 12:01 PT and continues through Cyber Monday. For other stores, double-check dates/times to determine when each sale begins and whether any particular items will be online, in-store, or both. Procrastinators can also expect huge sales on Cyber Monday, December 1.

7. Check the Return Policy: Before buying, find out the store's return policy and if return shipping is free for online orders. Some have added fees. Many stores have extended their return deadlines into January.

8. Get a Gift Receipt: Make returns easier for gift recipients by asking the store for a gift receipt and include it in the gift box. Without a receipt, a refund may be denied outright, or may be limited to only an equal exchange, or to a merchandise credit for the lowest price the item has sold for in the recent past.

9. Use the Right Credit Card: Certain credit cards offer valuable free benefits. For example, don't be pressured into buying a service contract when you can get up to an extra year of extended warranty coverage free just by using some better credit cards. Some cards also offer a return protection guarantee (they will refund the purchase price within 90 days if the store will not), or offer a sale price guarantee (they will give you back the difference if an item goes on sale within 60 days of purchase). Be warned, however, that many cards have dropped these benefits, so double-check with your issuer in advance.

10. Save More with Price-Match Guarantees: Stores generally will not honor price matches from Black Friday through Cyber Monday but will after that period. Keep checking the prices of items you bought and you may be entitled to get back some money if the seller or a competitor offers a lower price before Christmas. For example, if Target lowers its prices by December 24, you can get back the difference for items purchased there as early as November 1. Best Buy's similar price match policy applies November 1 to December 31.

November 19, 2025