From Day to Season: The New Black Friday & Cyber Reality (US Edition)

Black Friday used to mean one day, one rush, one shot.

For US students in 2026, it's a season with months of planning, saving and anticipation. With an average planned spend of $333 per student (up on last year), student wallets are opening wider even as the cost of living bites. And 82% are saving specifically for it.

Our 2026 US report breaks down how students discover, decide and spend across the BFCM season, and how brands turn a one-day sale into year-round loyalty.

Inside you'll find:

• Why 74% of students plan to shop BFCM, and how the planned vs. unplanned split reshapes your strategy
• The channels students trust to find deals (63% start on social, 59% still shop in-store)
• The deal structures that convert across every category
• Where students actually buy — and a month-by-month playbook for the September–November build-up