In a bold shift from the classic Black Friday shopping frenzy, Walmart has announced a dual-phase Black Friday strategy for the 2025 holiday season. The retailer’s first event runs from November 14 to 16—available both online and in stores—while the second spans November 25–27 online only, followed by November 28–30 both online and in stores.
Walmart’s President and CEO of U.S. operations, John Furner, framed the move as a value-play to meet consumers under pressure. “For years, Walmart has owned Black Friday — and this year we’re proving why,” he said, boasting “up to 60% off top brands and thousands of deals under $20.”
The second event also launches with early access for Walmart+ members starting the night before each phase, reinforcing the subscription-value proposition.
Analysts see the two-event model as a bet that shoppers will spread out purchases rather than compress them into one headline weekend, a move that may ease operational strain and capture budget-conscious consumers.
As Walmart rewrites the Black Friday playbook, the industry will be watching closely to see whether other major retailers follow its lead—or whether shoppers push back on the stretched-out format.
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