When “Friday” Became a Season: The Legal Shift Behind Black Friday’s Expansion

What was once a single day of post-Thanksgiving doorbuster deals has now morphed into a full-fledged shopping season. Black Friday sales originally occurred the Friday after Thanksgiving but have now evolved into weeks of early promotions, extended weekend discounts, and online sales. This transformation reflects changing consumer habits and a new set of legal and business challenges for retailers. 

As companies compete for attention across longer sales periods, they must navigate complex rules governing advertising, pricing accuracy, and data privacy. Misleading “limited-time " offers or exaggerated discounts can trigger investigations under consumer protection laws and Federal Trade Commission guidelines. The rise of online shopping also heightens concerns around cybersecurity and proper handling of consumer data. 

Behind the scenes, extended Black Friday campaigns affect contracts, staffing, and logistics. Businesses face questions about seasonal employment, overtime pay, and vendor obligations, as what once was a one-day event now stretches across multiple days and weeks. Careful planning and compliance review are essential to keep these campaigns profitable and lawful. As Black Friday continues to grow into its own season, proactive legal guidance can help businesses stay competitive and compliant.  

Kelsey Greene, Law Clerk

image: iStock