The holiday season is right around the corner, and if there’s one thing you need to know for 2025, it’s this: sales are starting earlier than ever. With the economy putting pressure on shoppers to grab the best deals as soon as they appear, big-box retailers will be rolling out promotions well in advance of Black Friday.
That doesn’t mean Black Friday and Cyber Monday won’t matter, they’re still expected to command big shopping numbers, but many experts predict these “famous shopping days” may actually be eclipsed by early holiday sales. If you want to stay competitive, you can’t afford to hold back your best offers until the end of November.
So, how do you stay ahead of the curve? By planning, starting earlier, and being ready!
Key 2025 eCommerce Holiday Dates
Wednesday, November 26, 2025 – The Calm Before the Storm
This is your final prep day, but the “storm” may have already started if you’re following the big guy’s lead. Use this time to confirm that early promotions are running smoothly and that your Black Friday/Cyber Monday campaigns are locked and loaded.
If you haven’t launched early deals yet, now’s the time. Even small discounts in the weeks leading up to Black Friday can grab shoppers before competitors do.
Thursday, November 27, 2025 – Thanksgiving
While shoppers are prepping turkey, your systems should already be delivering sales. Many retailers will be running “Thanksgiving Day Exclusives” to catch attention before Black Friday hits.
Tease Black Friday deals on social media while also highlighting early-access promos. Kind of like a little appetizer before the Thanksgiving feast.
Friday, November 28, 2025 – Black Friday
Still the big one, but things have changed over the past few seasons. Customers will be shopping with the expectation that some of the best deals may have already dropped. Black Friday is now about urgency and giving latecomers a reason to click “buy.”
Don’t hold back your best deals for Monday. Instead, consider staggering promotions: early-bird deals in early November, headline-grabbers on Black Friday, and follow-up specials for Cyber Monday to get those who haven’t shopped yet.
Saturday, November 29, 2025 – Small Business Saturday
Although it doesn’t have the “pop” it did, say ten years ago, it’s still an opportunity to stand out amid the big-boxes. Position yourself as the alternative to mass-market retailers. Offer personalized bundles, exclusive items, or “shop local” perks that big-box competitors can’t match.
Monday, December 1, 2025 – Cyber Monday
Cyber Monday still drives massive online sales, but don’t assume shoppers have been holding out until now. Many will have already scooped up big-ticket items during early November or Black Friday.
Use Cyber Monday as your “dessert.” Offer promotions that complement earlier deals think add-ons, bundles, or digital gift card bonuses that reward customers who are still shopping.
Monday, December 8, 2025 – Green Monday
This procrastinator’s holiday is alive and well. With shipping cutoffs right around the corner, Green Monday is your chance to push “last chance” messaging.
Even if you started sales early, make this the point where urgency really hits home. Highlight guaranteed Christmas delivery and consider spotlighting items you can pick, pack, and ship out the door faster than you finished off that last piece of pumpkin pie on Thanksgiving.
Other Key Dates
- Wednesday, December 24, 2025 – Christmas Eve
- Thursday, December 25, 2025 – Christmas Day
- Thursday, December 18 – Friday, December 26, 2025 – Hanukkah
- Wednesday, December 31, 2025 – New Year’s Eve
- Thursday, January 1, 2026 – New Year’s Day
Shipping Deadlines: Pad those Cutoff Dates!
FedEx, UPS, and USPS will be slammed as usual, so you’ll want to build in buffer days to your order cutoff dates. Be transparent with cutoffs on product pages, checkout, and emails to avoid the disappointment of a late delivery. If you don’t offer priority shipping options, you may want to consider doing so during the holiday period, but don’t jack up the rates to make them unaffordable or a turn off to your customers.
A key thing to remember this year… if you start promoting earlier, you’ll avoid the stress of pushing every customer into those final few shipping days.
Staffing: Get Backup Early
Early promos mean your busy season might actually begin sooner than you think. Get extra staff scheduled well before Black Friday, not just for December. Cross-train your staff. If customer service slows down, they should be able to hop into the warehouse to pick and pack without skipping a beat.
Encourage Early Orders (and Reward Customers for Placing Them)
If shoppers are already set to buy before Black Friday, give them a reason to do it with you. Exclusive bundles, free upgrades to expedited shipping, or loyalty-member-only offers all work, plus it adds goodwill. Build a “holiday preview week” category in early November with exclusive deals and send out an email blast promoting it. By the time Black Friday arrives, you’ll already have locked in a big chunk of your sales.
The holiday season is changing every year, and so should your strategy. In 2025, the winners will be the retailers who start early, promote consistently, and stay agile throughout November and December. Don’t wait for Black Friday to launch your best deals – by then, some shoppers will already be finished.
Start strong, plan smart, and you’ll finish the year with your best holiday season yet.
🛒 Early Sales Playbook 2025
Want to stay ahead of the big-box giants this year? Here’s your guide for capturing shoppers before Black Friday:
- Launch Early (Nov 1–15): Roll out “holiday preview” promos in early November. Even small discounts, exclusive bundles, or free gift-wrap offers can lock in sales before the frenzy.
- Reward Loyalty & Subscribers: Give your best customers first dibs. Early-access sales for email subscribers not only drive conversions but also build customer loyalty.
- Create Bundled Value: Instead of slashing prices across the board, push bundles, gift-with-purchase promos, or tiered “buy more, save more” deals. Shoppers looking for value will respond.
- Use Urgency, Even Early: Don’t position early deals as “just a preview.” Market them as can’t-miss opportunities – limited quantities, special SKUs, etc.
- Tease the Big Days: Use early promotions to build up to Black Friday and Cyber Monday. Teasers like “even more deals coming Nov. 28” encourage shoppers to come back.
Scott Sanfilippo began his eCommerce journey in 1994 by co-founding one of the Internet’s first online retailers, TheFerretStore.com, which was acquired by PetCo in 2006. In 2001, he co-founded the eCommerce design and marketing firm Solid Cactus, which was acquired by web.com in 2009. Today, Scott is the General Manager of Your Store Wizards and lives in Delray Beach, FL. Scott can be contacted at scott@yourstorewizards.com.