There was a time when Black Friday actually meant Black Friday.
You circled the newspaper ads, planned your route, woke up at 3 a.m., and stood shoulder-to-shoulder with the rest of America waiting for the store to unlock its doors. It was an event—loud, chaotic, competitive, and unforgettable.
But then things changed.
Stores started opening earlier… then way earlier… then the sales moved online… and now “Black Friday” quietly spans the entire month of November. No lines. No crowds. No chaos. Just a completely new model of shopping compared to the one we grew up with.
And if that sounds familiar, it should.
Because the recruiting world has gone through that same transformation.
Yesterday’s Recruiting vs. Today’s Reality
Just like those 3 a.m. shopping lines, the “old school” recruiting process doesn’t exist anymore. What used to be a fairly predictable timeline has shifted into something entirely different—faster, more spread out, and influenced by forces nobody saw coming.
1. COVID Changed Everything
COVID didn’t just shut down seasons—
It shut down campuses, showcases, in-person evaluations, and travel. Coaches who relied heavily on seeing athletes compete live were suddenly building classes off video, data, and Zoom calls.
And the ripple effect is still being felt.
2. The Transfer Portal Reset the Market
Think of the transfer portal like online shopping:
Instant. Convenient. Endless options.
Coaches can now fill roster needs in days—not months—by recruiting college athletes who already have experience. That means fewer roster spots trickling down to high school athletes and far more competition for opportunities.
The “Black Friday rush” never ends now. It’s always open.
3. NIL Altered the Entire Recruiting Equation
With Name, Image & Likeness, athletes aren’t just evaluating programs anymore—they’re evaluating opportunities, markets, brands, and earning potential.
NIL is the equivalent of those online comparison tools shoppers use: athletes know their value, and coaches know they have to stay competitive in ways they never imagined a decade ago.
4. NCAA Rule Changes Continue to Shift the Timeline
From communication rules, to camp rules, to official visits, to signing periods—everything has evolved. The recruiting calendar looks nothing like it used to, and it keeps changing year after year.
So What Does This Mean for Today’s Recruits?
Simple:
The “wait until your junior or senior year” mindset is gone.
Just like shoppers who wait until Black Friday morning now miss the deals, athletes who wait for old timelines miss their window.
The market moves earlier.
It moves faster.
It moves more unpredictably.
And it favors the athletes who are visible, prepared, and proactive.
Because here’s the truth most families don’t want to hear:
You cannot approach recruiting the way people did five or ten years ago and expect it to work.
Coaches are shopping differently.
The rules are different.
The opportunities are different.
And the competition—thanks to the portal—is tougher than ever.
Black Friday Changed. Recruiting Changed. But One Thing Hasn’t.
Whether it’s finding the best deal or finding the right college fit, success still comes from the same thing:
Being prepared before the rush starts.
Families who plan early win.
Athletes who market themselves win.
Recruits who stay visible—through video, communication, events, and scouting support—win.
In a landscape that moves 24/7, the only way to get the “doorbuster” opportunities is to already be in line before anyone else even knows the sale has started. Get evaluated today and take the chaos out of recruiting.
National Scouting Report is dedicated to finding scholarship opportunities for athletes who possess the talent, desire, and motivation to compete at the collegiate level. We’ve helped connect thousands of athletes with their perfect college.