Your Complete Guide to the 2025 Holiday Spending Week: Black Friday, Small Business Saturday, Cyber Monday, and Giving Tuesday
As the holiday shopping season continues to evolve, 2025 is shaping up to be another record-setting year for in-person and online spending. Black Friday arrives on November 28, but many retailers are offering major discounts early, creating a longer and more digital-focused shopping season. According to Adobe Analytics, U.S. online holiday sales are expected to exceed 250 billion dollars in 2025. Black Friday alone is projected to reach 11.7 billion dollars in online spending, an 8 percent increase from 2024. Analysts at Bain & Company estimate that the Black Friday through Cyber Monday period may account for 9 percent of all holiday season sales, the highest share to date.
“This is one of the busiest spending weeks of the year, and planning ahead helps consumers avoid stress, scams, and overspending,” says Mechele Mills, President and CEO of BBB Serving Central East Texas. “Whether you are shopping major sales or giving to charity, a little preparation goes a long way toward protecting your time and money.”
To help navigate the four major events of the week, the Better Business Bureau offers the following guidance.
Black Friday: Plan, Compare, and Shop Smart
Whether you shop in-store or online, preparation is key. Review promotional flyers, compare offers, and set a firm budget. Some deals exclude “doorbusters” or show inflated reference prices, so always read fine print carefully. Before buying from unfamiliar retailers, check their profile on BBB.org, and review return policies for holiday restrictions such as “final sale” or shortened return windows.
For those visiting stores in person, map out your route, prioritize limited-quantity items, and avoid shopping while hungry. If crowds are not for you, many Black Friday deals now appear online with free shipping or in-store pickup options, which can reduce stress and save time.
Small Business Saturday: Support Your Community
After the Black Friday rush, shoppers can shift their attention to Small Business Saturday, created in 2010 by American Express to celebrate independent retailers. Shopping locally strengthens community economies, supports jobs, and often provides access to unique, handcrafted, or personalized gifts.
Consumers can participate by signing up for email specials from local businesses, attending community events, and searching BBB.org for trusted, BBB Accredited Businesses. Following local retailers on social media and using the #ShopSmall hashtag helps boost visibility and connect with others supporting the movement. Remember that small business participation includes local restaurants and cafés, not just retail stores.
Cyber Monday: Stay Secure and Strategize
Cyber Monday remains one of the largest online shopping days of the year. While deals can be tempting, shoppers must remain alert. Look out for fake websites, misspelled URLs, and unbelievable prices. Always confirm that a website begins with “HTTPS,” and never provide personal or credit card information on unsecured pages. Using credit cards offers better fraud protection than debit cards, and keeping antivirus software updated helps prevent pop-up scams and phishing attempts.
Before purchasing, remember to compare prices across multiple websites and review shipping times, return policies, and potential restocking fees.
Giving Tuesday: Research Before You Give
Following a week of consumer spending, Giving Tuesday encourages charitable donations worldwide. Since its launch in 2012, it has helped raise more than 1 billion dollars for nonprofit organizations. The BBB Wise Giving Alliance urges donors to research charities before contributing. Check Give.org for BBB charity evaluations, verify tax-exempt status using the IRS Tax Exempt Organization Search tool, and be cautious of emotional appeals, name similarities, or pressure to donate immediately.
From shopping deals to supporting local businesses to giving back, the week after Thanksgiving offers many opportunities for consumers to engage thoughtfully. With preparation, research, and trusted resources like BBB.org and Give.org, shoppers can navigate the 2025 holiday season with confidence and peace of mind.
For more information
Check out BBB’s ultimate guide for stress-free holiday shopping and planning by going to BBB’s Holiday HQ To report or research a scam, go to BBB ScamTracker. For tips on how to donate safely, go to the BBB Wise Giving Alliance.
About BBB: BBB is a nonprofit, business-supported organization that sets and upholds high standards for fair and honest business behavior. Most BBB services to consumers are free of charge. BBB provides objective advice, free BBB Business Profiles on more than 5.3 million companies, 11,000 charity reviews, dispute resolution services, alerts and educational information on topics affecting marketplace trust. Visit bbb.org for more information. BBB Serving Central East Texas was founded in 1985 and serves 19 counties.