The retail giant will spread its holiday deals across several weeks, giving shoppers more time to find discounts as U.S. holiday spending is projected to surpass $1 trillion for the first time.
Walmart has announced an expanded schedule for its 2026 holiday shopping events, extending its Black Friday promotions across two periods in November and offering additional discounts through Cyber Monday and beyond.
According to the company, Walmart’s Black Friday sales will run November 12–15 and November 23–29, followed by Cyber Monday deals from November 30 through December 2.
The combined sales periods provide four additional days of promotions compared with last year.
The first day of each sales event will begin online at 12:01 a.m. Eastern Time, while in-store promotions will start at 6 a.m. local time.
“It’s all about helping our customers save more, discover more and make more room for what matters,” Walmart U.S. Chief Merchandising Officer Julie Barber said.
Holiday Shopping Expected to Break Records
Walmart’s announcement comes as retailers prepare for what analysts expect to be a record-breaking holiday shopping season.
A September forecast from consulting firm Bain & Company projected that U.S. consumers would spend approximately $1.02 trillion between November and December, marking the first time holiday retail spending is expected to exceed the $1 trillion threshold.
The forecast also points to a continued shift toward online shopping. In-store purchases are projected to account for 69% of holiday sales, while online spending is expected to reach a record 31%.
Adobe Analytics separately forecast that U.S. consumers would spend a record $275.1 billion online during the holiday season, with Cyber Monday expected to be the biggest single online shopping day.
Walmart Steps Up Its Competition With Amazon
The expanded promotions also reflect Walmart’s efforts to strengthen its position in online retail, where Amazon remains a dominant competitor.
Walmart has invested in delivery services, online ordering and convenient store pickup options to attract shoppers looking for speed and flexibility during the busy holiday season.
Its Walmart+ membership, priced at $98 annually, offers eligible members benefits including delivery and Express Pickup services. The company has also introduced a combined Walmart+ and Sam’s Club membership option aimed at attracting customers who shop across both businesses.
More Time for Holiday Deals
With promotions beginning in mid-November and continuing into December, shoppers will have several opportunities to compare prices and purchase gifts ahead of Christmas.
For consumers, the extended sales calendar could mean greater flexibility in planning holiday budgets. For retailers, it creates a longer window to attract customers in an increasingly competitive market where online shopping continues to gain ground.
As the holiday season approaches, Walmart’s expanded schedule signals that the race for shoppers’ spending will begin well before Thanksgiving itself.
