Small business owners expect nearly 20% of their entire year’s revenue to land on one single Saturday, according to the 2025 American Express Shop Small Impact Study. If your Thanksgiving week plan is “run a sale on Friday and hope,” you’re leaving most of that week’s opportunity on the table. Five days, five different kinds of shoppers, and most retailers treat them as one blurry sales event. Key Takeaways 📋 Table of Contents Why Thanksgiving Week Needs Its Own Plan The Wednesday Before: Setting Up the Sneak Peek Sale Black Friday In-Store: Where You Can’t (and Shouldn’t) Compete With Big Box
