Black Friday in July
While many shoppers eagerly anticipate the big deals that arrive at the end of the year, a growing number of retailers now deliver a similar wave of discounts right in the middle of summer. As a result, Black Friday in July has rapidly emerged as a popular shopping event, giving consumers the chance to score significant savings months before the holiday rush begins.
What Started Black Friday in July?
Though Black Friday in July might seem like a long-established tradition, it is actually a relatively new phenomenon in the retail calendar. Originally, the term referred to various summer sales held by major retailers, but it gradually came to be associated with the discounts offered during Amazon Prime Day.
The phrase itself emerged in 2012 when retailers like Best Buy and Target began using “Black Friday in July” to promote mid-year sales. What started as a one-day promotion soon led to widespread participation from other retailers, transforming Black Friday in July into the notable mid-summer shopping event we recognize today.
2015 — The Spark Begins
Amazon launches the first Prime Day to celebrate its 20th anniversary, inspiring competitors like Walmart to roll out their own week-long sales. Major retailers such as Groupon, Forever 21, and Best Buy join in, marking the start of the modern Black Friday in July trend.
2016 — More Retailers Join In
The event gains traction as more brands participate. Retailers begin using the term “Black Friday in July” in promotions, offering daily deals, limited-time discounts, and competitive pricing to rival Amazon’s offers.
2017 — A Recognized Shopping Trend
The event expands even further, with new retailers joining and major platforms like eBay launching competing summer sales. Media outlets begin widely covering Black Friday in July, helping establish it as a major retail event.
2018–2019 — Competition Heats Up
Retailers such as Target, Walmart, and eBay introduce their own branded sales events to coincide with Prime Day. Deep discounts across electronics, home goods, and appliances make mid-summer sales increasingly popular with shoppers.
2020 — A Pandemic Shift
The COVID-19 pandemic reshapes retail schedules, pushing Prime Day to October. Many retailers follow suit, creating “Pre-Black Friday” style events that blur the lines between summer and holiday sales.
2021–2022 — A Seasonal Staple
Despite shifting dates and evolving strategies, retailers continue to host mid-year sales, often extending deals over several days. At this point, Black Friday in July has firmly established itself as an annual shopping tradition.
Black Friday in July has evolved from a single promotional event to a widely anticipated mid-year shopping tradition in just a few years.
For business owners, it can boost your summer cash flow and help move inventory. As the event continues to grow each year, it’s worth getting your announcements out early and offering some great deals. Black Friday in July offers a smart chance for consumers to save while staying ahead of seasonal shopping needs.