During Thanksgiving in Plymouth, Massachusetts, the community gathers outside the RightMart superstore, anticipating the chaos of a Black Friday sale. Jessica Wright, whose father Thomas owns the store, allows her boyfriend Bobby and friends, including Gaby, Scuba, and Yulia, to sneak in through a side entrance. Inside, they gleefully flaunt their purchases to the growing crowd outside, which incites a riot led by Lonnie. The stampede becomes deadly, resulting in tragic casualties, including Amanda Collins, the wife of store manager Mitch. Bobby's heroic attempt to save a trapped security guard leads to his injury and disappearance from the group.
Fast forward a year, as RightMart gears up for another Black Friday sale amidst protests from Mitch and concerned locals. Jessica finds herself tagged in a social media post featuring her friends at a Thanksgiving table. Meanwhile, Bobby, having broken up with Jessica after recovering from his injuries, returns to Plymouth to work for his uncle. This return complicates things, particularly for Jessica's new boyfriend, Ryan. The tension rises when a waitress named Lizzie is brutally killed by a figure in a John Carver mask, prompting the police to investigate connections to last year's tragedy.
In her attempt to assist, Jessica shares footage of the riot with Sheriff Eric Newlon. As the mysterious killer wreaks havoc across town, residents fall victim, including security guard Manny and high schoolers Amy and Lonnie. The situation escalates when Jessica's friends Evan and Gaby are captured, leaving her narrowly escaping death. Yulia's family decides to move to Florida, but their plans are thwarted when Carver attacks, leading to a gruesome scene at Yulia's home that Jessica and Scuba can't prevent.
The local police devise a plan to draw out Carver by involving the Wright family and Scuba in a Thanksgiving parade, disguised as Pilgrims. But the scheme fails when Carver outsmarts them, leading to panic and chaos as he abducts his victims. In a horrifying turn of events, he cooks Jessica's stepmother Kathleen alive, presenting her as the centerpiece at a macabre dinner surrounded by the remains of his previous victims. In an intense live-streamed moment, Carver kills Evan, leaving the survivors in shock and fear.
Jessica, determined to save her friends, manages to escape and soon discovers Sheriff Newlon unconscious in a warehouse. Once inside, she encounters Bobby, leading to a tense confrontation. However, it’s later revealed that Newlon is the mastermind behind the murders, driven by a twisted motive involving an affair with Amanda, who was pregnant with his child at the time of her death. As Jessica tries to expose him, she unknowingly live streams his confession, leading to a dramatic fight for survival.
With the help of Bobby, Jessica attempts their escape in a tow truck, but Newlon is relentless, using an axe to block their path. In a desperate move, Jessica shoots a turkey parade balloon connected to a flammable gas tank, resulting in a fiery explosion that engulfs Newlon. The next day brings a bittersweet reunion for Jessica, Bobby, Ryan, and their friends as they reflect on their harrowing ordeal. However, the authorities find no trace of Newlon, sparking speculation about his fate and leaving Jessica haunted by nightmares of her past.
