Black Friday started as a day of major sales that marked the start of the holiday shopping season, but it has now turned into a five-day shopping weekend beginning on Thanksgiving and ending on Cyber Monday. Then, with an increase in online shopping between these two holidays, it became the Cyber Five and as these five days expanded into a week and then multiple weeks people began calling all of November, Black November. As Black Friday became a more popular event, competition between retailers increased greatly. Many stores began opening their doors earlier, even starting some sales on Thanksgiving night, which is what led to the early-morning “doorbuster” deals which is what caused the tradition of shoppers lining up in front of stores at early hours. The rise of the internet during the late 1990s and early 2000s is what really transformed Black Friday. Companies like Amazon were a major factor of this change as well as the COVID-19 pandemic promoting online shopping overall. Shoppers also encouraged the idea of online sales as opposed to physical stores to avoid the crowds and chaos of in person shopping. According to Adobe Analytics, mobile devices accounted for 40% of online sales on Black Friday. Another factor contributing to the transformation of this holiday is that the discount and promotion offerings have become less drastic, which takes some of the excitement and eagerness out of Black Friday. From the retailer's side, this day is a critical period for them to make profits and increase sales. Companies use Black Friday to gain customers with price drops and promotions and a big chunk of their profit is usually from during this time. Today, Black Friday remains a significant shopping event that has extended much more beyond its original meaning. Retailers plan their promotions, offering major discounts on wide ranges of products. Shoppers anticipate this day, whether it is online or in physical stores, so they can take advantage of the best deals of the year.