I’ve covered Black Friday sales for Wirecutter since 2016. Each year, retailers crow about incredible prices, inundating inboxes and sending a flurry of mailers that proclaim epic savings. And while the official date of this mega sale remains the day after Thanksgiving (that’s November 28 this year), 2025 continues a major trend: Black Friday sales are growing in length.Early Black Friday discounts now start weeks before the event — as early as October — and some simply aren’t that great.Potential tariff impacts, plus the ever-expanding window in which you can buy, make it all the more important to take an informed approach to Black Friday sales this year. But knowing what items on your shopping list you can square away early, and what products you should wait to buy, has never been more difficult. With some retailers even abandoning price match and price protection policies during the Black Friday period, timing your purchase to a great sale is key to getting the most for your money.We thoroughly vet pre-holiday sale prices on Wirecutter picks so that only the best early Black Friday discounts appear in our coverage. With the deals below, and those we’ll continue to add to this list as they go live, you can square away holiday shopping without fear of getting a bad product or a bad price.