14 Nov 2025

Why Black Friday Has Become a Month-Long Shopping Marathon

For some, Black Friday is still a major event; for others, it’s a challenging period that tests business resilience. What was once a late-November spike now begins in early November, with some retailers even launching promotions in late October. The one-day frenzy has evolved into a strategic season, reshaping how retailers plan, promote, and connect with consumers.

Early Shoppers, Earlier Strategies

Across Europe, the shopping clock has moved forward. Two-thirds of shoppers in Italy, France, and Spain start hunting for deals weeks before Black Friday, according to Il Sole 24 Ore (Scalapay data). In the UK, more than 2 in 5 consumers structure their holiday shopping around Black Friday, with early-bird shoppers now accounting for nearly 30% of all holiday spend.

Rising prices are a key driver: 77% of UK shoppers say inflation affects how they spend, while 35% switch to more affordable brands or wait for deals. Across Europe, 81% report that inflation is shaping what, when, and where they buy. For retailers, this raises questions: will the extended discount period help or hinder independents? How can local businesses balance value, authenticity, and engagement?

Independents Finding Their Footing

Not all independents opt in, but those who do are leaning into sustainability, creative promotions, and community engagement. Curated gift bundles, “shop small” campaigns, and storytelling that highlights quality, provenance, and community resonate with conscious consumers.

Omnichannel strategy is essential. Nearly 38% of non-food purchases in the UK now happen online, and four in five shoppers will abandon a basket if delivery doesn’t meet expectations. Social platforms like TikTok and Instagram increasingly shape younger consumers’ peak shopping habits, making digital-first campaigns a must alongside in-store experiences.

What’s Working for Independents

Bundling items to create compelling gift sets
‘Shop small’ or community support campaigns
Sustainable packaging and clear delivery policies
Flash sales or loyalty discounts via WhatsApp and Instagram
Events and workshops that drive in-person traffic

Spotlight on Small Business Saturday & Local Campaigns

While Black Friday marks a busy period for many retailers, it’s not the only event shaping the season. Small Business Saturday UK, taking place on 6 December this year, celebrates the country’s 5.45 million independent businesses and encourages consumers to “shop local” and support community retailers. The campaign isn’t just a single day, it’s a national movement with year-round impact, highlighting how spending with small businesses benefits local economies and builds community resilience.

Many independents use Small Business Saturday as an opportunity to launch new products, host in-store events, or collaborate with neighbouring traders on joint promotions. These local campaigns—alongside “shop small” social media activations—add another dimension to the holiday season, inviting consumers to think beyond big-box sales and support businesses that bring personal service, unique products, and sustainability to the forefront.

From Price Wars to Brand Connection

Last year, UK Black Friday sales topped £9 billion, yet October retail growth was just 1.6% year-on-year, with non-food sales nearly flat. Consumers are postponing discretionary spend, prioritising value over volume. Retailers who focus on curated experiences, early access, and loyalty rewards are building long-term relationships rather than chasing one-off transactions.

The New Peak: A Month of Meaningful Retail

November is no longer merely a prelude to Christmas; it’s a key period for storytelling, engagement, and commercial momentum. Whether your business joins the Black Friday rush, marks Small Business Saturday, or opts for alternative festive campaigns, the headline trend is clear: shoppers are planning, comparing, and buying earlier, with value, flexibility, and authenticity front-of-mind.

As the retail landscape evolves, from extended Black Friday seasons to thriving local shopping movements, the value of community, insight, and shared experience has never been greater.

Discover the latest retail strategies, connect with thought leaders, and hear real-world success stories at our upcoming live events.
Join us at Top Drawer SS26 11-13 January 2026 at Olympia, London and the January Furniture Show , 18 - 21 January at the NEC Birmingham for Retail Revealed Live Stage sessions, where we’ll explore the future of independent retail, the art of storytelling, and practical approaches to peak season resilience.

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