A business can be open for holiday shoppers and still lose customers if Google shows the wrong hours. With Thanksgiving on November 26 and Black Friday the next day, small-business owners have two weeks to make sure their listings reflect when customers can actually visit.
The timing is especially important because Google may display a warning when holiday hours could differ from regular schedules, even if a business plans to remain open. Google recommends confirming hours for official holidays, including days when schedules won't change. Owners can make those updates without rewriting their usual weekly hours.
Special hours vs. regular hours
Google Business Profile offers several settings for managing operating schedules. Choosing the right one keeps holiday changes separate from normal business hours.
| Setting | When to use it |
|---|---|
| Regular hours | Standard weekly operating schedule |
| Special hours | Holiday closures or temporary schedule changes |
| More hours | Separate schedules for services such as pickup or delivery |
| Temporarily closed | Extended or indefinite closures |
Special hours apply only to selected dates. A retailer closing early on Christmas Eve can enter that change without affecting its regular weekly hours. Once the date passes, the usual schedule applies again.
Before updating, make sure the profile is set to Open with main hours. Businesses operating exclusively by appointment should check Google's business hours guidelines, which advise certain businesses without regular customer-facing hours not to publish them.
How to set Google Business Profile holiday hours
Follow Google's special-hours instructions to update your listing:
- Open the Google Business Profile you manage.
- Select Edit profile, then Hours.
- Under Special hours, select Edit.
- Choose a suggested holiday or select Add a date.
- Enter opening and closing times, or check Closed for a full-day closure.
- Select Save, then verify the updated hours.
You can enter multiple opening periods on the same date, such as separate lunch and dinner services. Confirm each holiday individually, including dates when regular hours remain unchanged.
Make changes once your holiday schedule is finalized. Google's review process usually takes up to 10 minutes, although some edits can take up to 30 days.
Updating hours across multiple locations
Each branch needs its own confirmed holiday schedule, particularly when staffing differs. Businesses managing several listings can use bulk spreadsheet updates with store codes and a Special hours column.
When updating existing locations, avoid uploading empty columns that could overwrite other business information. Confirm each branch's schedule before submitting the changes.
When to use Temporarily closed
Special hours cover closures lasting up to six consecutive days. Longer closures may require the Temporarily closed setting, although Google's documentation differs on closures lasting exactly seven days. Check the current guidance before selecting a status for that duration.
Unlike special hours, a temporary-closure status must be changed when the business reopens. Plan that update alongside your return to normal operations so customers don't continue seeing the location marked closed.
Holiday hours checklist
Before Thanksgiving, Christmas, or another planned closure:
- Confirm special hours early, even if your schedule stays the same.
- Check Google Search and Maps to verify the published hours.
- Update your website and other major listings to match.
- Review the listing shortly before the holiday in case schedules change.
- Check again after reopening to confirm regular hours or remove a temporary-closure status.
Keeping business details consistent across platforms is also part of managing your online reputation. Customers checking your website, Google listing, or other business profiles should find the same operating hours.
Holiday schedules may change from one week to the next, but customers shouldn't have to guess when you're open. A final check before each major holiday helps prevent wasted trips and missed visits, while keeping your business information reliable throughout the season.