Walmart is stretching Black Friday and Cyber Monday into three separate holiday shopping events, beginning Nov. 12 and running through Dec. 2. The schedule gives Walmart+ members first access at the start of two of those sales periods, turning what is usually a weekend rush into nearly three weeks of timed promotions.
The move lands when shoppers are already signaling strain. Walmart said 60% of shoppers say the price of gifts and holiday purchases affects how they feel about the season, and 70% say lower prices would make holiday shopping easier. That is the backdrop for the company’s pitch that it can help customers find more value across November and early December.
The first event, Early Black Friday Deals, runs from Nov. 12 to Nov. 15. Walmart+ members can access hot Deal drops first on Nov. 12 at 12:01 a.m. EST online and at 6 a.m. local time in stores, before the event opens to all customers on Nov. 13. The second window is Walmart’s regular Black Friday deals, set for Nov. 23 to Nov. 29, with Walmart+ members getting earlier access on the first day and the sale opening to everyone on Nov. 24.
The final event is Cyber Monday, which begins at 12:01 a.m. eastern on Nov. 30 on Walmart’s website and runs through Dec. 2. Walmart framed the schedule around the shopper who is juggling gifts, hosting and a growing list, but it did not spell out which products will land in the first sale versus the regular Black Friday event. That leaves the calendar clear and the exact deal mix still out of view.
The announcement also follows Walmart’s recent push to bundle Walmart+ and Sam’s Club Plus memberships and its introduction of tools that let customers authorize AI agents to shop for them with spending limits and separate purchase records. Together, those changes show a retailer trying to make holiday buying feel easier, even as it acknowledges that price pressure is shaping the season itself.
