Thanksgiving week US F2P pacing checklist (not just BF)
Analysis
By UA Ledger staff — 1 min read
US Thanksgiving week (22–28 November 2026 around 26 November Thanksgiving) differs from Black Friday Monday pacing—split budgets and creative freezes.
Thanksgiving week is not the same auction as Black Friday.
2026 anchors
Thanksgiving Day: Thursday 26 November 2026. Operator “Thanksgiving week” here means Sun 22–Sat 28 November, with BF on Friday 27th treated as a separate budget line (see BF/CM checklist).
Checklist
- Split lines — Wed travel day, Thursday holiday, Friday BF each have own budgets.
- Dayparting — Evening US peaks on Wed/Thu; do not copy weekend schedules blindly.
- Creative — Family/holiday tone tested; BF hard-sell creatives stay paused until Friday open.
- Organic mix — Expect organic noise; keep AppsFlyer organic vs non-organic readouts honest (AppsFlyer).
- Staffing — US media on-call Thursday.
- Handoff to BF — Explicit Friday 00:00 local cutover.
Facts versus limits
| Field | Evidence or limit |
|---|---|
| Thanksgiving 2026-11-26 | US federal holiday rule (4th Thursday) |
| Auction CPI | Not asserted |
| Organic definition | AppsFlyer |
Research checked 20 September 2026. Local draft; human review pending. Author null.
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