Black Friday (shopping) Prime Days taking place in 2016 and 2017. Other companies followed with "Black Friday in July" deals which were as good as, or better than, those in November. For many years, retailers pushed opening times on Black Friday earlier and earlier, eventually reaching midnight, before opening on the evening of Thanksgiving. In 2009, Kmart opened at 7:00 a.m. on Thanksgiving, in order to allow shoppers to avoid Black Friday traffic and return home in time for dinner with their families. Two years later, a number of retailers began opening at 8:00 or 9:00 p.m., on what became derisively known as
Cyber Black Friday Black Friday" one-day online-only sale. On October 27, 2010, Sears debuted its "Black Friday Now" campaign with a Black Friday sale on October 30 and 31 and every subsequent Friday until Christmas. Like other retailers, Sears started its Black Friday sale early because consumers were looking to shop earlier in the season and spread out spending in the weeks before Christmas. Because of the strong Canadian dollar, in 2009 Canadian retailers began offering Black Friday sales to keep shoppers on their side of the border. TheSource.ca, Apple.ca and Newegg.ca offered Black Friday online sales. In 2010, Amazon.co.uk offered Cyber Black