Black Friday remains one of the most significant retail events in the United States, characterized by deep discounts and high consumer turnout. In recent years, retailers have increasingly supplemented these discounts with promotional freebies and giveaways to attract shoppers who are willing to wait in line before store openings. These incentives range from immediate gratification items such as food and beverages to high-value coupons, gift cards, and merchandise. Based on verified retail announcements and news reports, a variety of national and regional chains have historically participated in these practices, offering rewards to early arrivals.
The structure of these giveaways typically targets the first customers in line or those present during specific "doorbuster" windows. While many offers are guaranteed to the first batch of shoppers, others function as sweepstakes or lotteries, where participants receive a chance to win a significant prize alongside a smaller guaranteed item. For example, retailers like Belk and JCPenney have been documented running sweepstakes where coupons or gift cards worth hundreds of dollars are distributed to a select few, while the majority of participants receive standard discounts or smaller premiums.
It is important to note that the availability of specific freebies often varies by year, location, and inventory. Retailers frequently limit quantities, and offers are subject to change based on corporate strategy and market conditions. Furthermore, many of the documented programs require physical presence at a specific store location during designated hours, usually starting on Thanksgiving evening or early Friday morning. Eligibility rules, such as age requirements or limits on the number of items per household, are commonly enforced to manage crowds and inventory.
Retailer-Specific Promotional Programs
Various retailers have established distinct traditions regarding Black Friday giveaways. These programs often reflect the brand's target demographic and product inventory.
Department Stores and General Merchandise
Belk has consistently been a major participant in Black Friday giveaways. Historical data indicates the retailer has distributed millions of dollars in gift cards through random drawings. In one documented instance, Belk offered a giveaway where the first 250 customers in line received a gift card ranging from $5 to $1,000, with at least one $1,000 winner per store. In other years, the value ranged from $5 to $500, with one $500 winner per store. These giveaways typically commence on Thanksgiving Day, often as early as 4:00 p.m. or 6:00 p.m.
JCPenney is notable for its tradition of distributing coupons and "Golden Tote" giveaways. Reports confirm that JCPenney hands out coupons to customers in line at door opening times. The value of these coupons varies, with historical examples including $10, $100, and $500 denominations. In some years, these coupons were valid for use immediately through the weekend. Additionally, JCPenney has offered sweepstakes-style giveaways, such as chances to win a Cuisinart Stand Mixer or lab-grown diamond studs at specific times of the day (e.g., 9:00 a.m. and 1:00 p.m.). A recurring premium item reported by shoppers is the "Elf-themed" snow globe, which is often distributed during morning hours while supplies last.
Bed Bath & Beyond (historical participation) offered a coupon strategy rather than physical freebies. Shoppers in-store between 5:00 p.m. and midnight on Thanksgiving received a coupon for 25% off their entire purchase, valid all day on Black Friday.
Half Price Books offers a tradition-based giveaway where the first 100 customers receive a tote bag and a $5 gift card. One random tote bag in the batch contains a $100 gift card.
Specialty and Big-Box Retailers
Lowe’s has utilized a combination of coupons and sweepstakes. The first 300 customers on Black Friday morning have historically received a coupon worth $10 off a $50 purchase, along with an entry for a chance to win a $500 gift card. In more recent years (e.g., 2024), Lowe's has shifted toward distributing free "buckets" filled with tools and household supplies valued at approximately $80. These buckets have included items from brands like Kobalt, Lennox, and Mr. Clean, as well as coupons for 20% off purchases and free paint.
Shoe Carnival targets the first 100 customers in line at 6:00 a.m. on Black Friday with a scratch-off ticket. These scratch-offs are guaranteed to be worth up to $100 or a free pair of Puma shoes.
Stage Stores (which includes Beall’s, Palais Royal, Goody’s, and Peebles) utilized scratch-off tickets distributed to the first 75 guests at 1:00 p.m. on Thanksgiving and the first 50 on Friday morning. The scratch-offs offered varying rewards, including $10 coupons, $100 gift cards, or $250 gift cards.
Walmart focuses on hospitality rather than merchandise giveaways for early line-standers. Shoppers in line at 4:00 p.m. (for a 6:00 p.m. store opening) have received free coffee, hot cocoa, and snacks.
Kohl's has been reported to offer movie tickets to early shoppers. In one instance, the first shoppers in line when stores opened on Thanksgiving night received two tickets to Star Wars: The Force Awakens via Fandango.
Kmart distributed free "goodie bags" branded with "I will conquer Black Friday" to the first 100 customers at the door when they opened at 7:00 p.m. on Thanksgiving night.
Pet and Outdoor Retailers
PetSmart offers freebies specifically targeting pet owners. The first 100 people in line when doors open at 7:00 a.m. on Black Friday receive a free paw print ornament and a movie rental.
Bass Pro Shops (which owns Cabela’s) offers a multi-day promotional schedule. On Thanksgiving through Sunday, children can receive a free photo with Santa. The first 100 children photographed receive a free plush toy. Additionally, on Saturday and Sunday, a free photo package (valued at $20) is offered in exchange for a donation of a new toy.
Food and Beverage
Fred Meyer provides refreshments to shoppers who arrive at opening time (5:00 p.m. on Black Friday). These freebies include coffee, juice, and donuts. The first 100 customers also receive a free gift card.
Caribou Coffee and Potbelly Sandwich Shop are mentioned in broader reports as participating retailers, though specific offer details (such as "Buy One Get One Free" coffee) are often tied to specific years or participating locations.
High-Value "Free" Deals and Bundle Offers
In addition to traditional doorbusters, retailers have increasingly offered "value bundles" that effectively provide significant amounts of product for free or at a steep discount.
Five Below has promoted a "Squishmallows" deal where shoppers can fill a bag with up to 10 individual Squishmallows for a flat price of $20. Since three Squishmallows typically cost $17.85, this deal allows shoppers to acquire approximately seven additional units effectively for free compared to standard pricing.
New York & Company offered a free stuffed bear with a purchase threshold of $75 during Black Friday hours.
Eligibility and Logistics
Participation in these freebies generally requires adherence to specific logistics and eligibility criteria:
- Timing: Most high-value freebies are restricted to the first customers in line. For example, Belk’s gift cards are distributed to those in line at 4:00 p.m. or 6:00 p.m. on Thanksgiving, while Lowe’s and Shoe Carnival items are available at 6:00 a.m. on Black Friday.
- Quantity Limits: Retailers strictly enforce "one per customer" policies and discontinue offers once supplies are exhausted. JCPenney’s snow globes and Lowe’s buckets are noted as being available only while supplies last.
- Age Restrictions: Several sources indicate that gift card giveaways and coupons are restricted to participants who are at least 18 years old.
- Purchase Requirements: While many freebies are "no purchase necessary," some offers are tied to a minimum spend (e.g., New York & Company’s stuffed bear with a $75 purchase) or are distributed as coupons requiring a future purchase (e.g., Lowe’s $10 off $50 coupon).
Conclusion
The landscape of Black Friday freebies is dynamic, with retailers utilizing a mix of guaranteed merchandise, random sweepstakes, and value-added bundles to incentivize early shopping. While specific offers fluctuate annually, the core strategy remains consistent: reward the most dedicated shoppers who physically arrive at stores during the opening hours of Thanksgiving and Black Friday. Consumers interested in these opportunities should monitor early-morning and Thanksgiving-evening windows at major department stores, home improvement retailers, and specialty chains.