Black Friday was always a prime time to jack everything up 50% prior to it so people felt like they were getting deals. Better to just buy something when you need it vs. buying at a particular time of year.
The sales started in the middle of October. I've noticed that RAM, consumer SSDs and Zen 4 CPUs are exceptionally cheap right now. I'd like to see a current-gen GPU go on sale for a reasonable amount of money but I suspect there's a whole world of people who want nothing more than a $500 RTX 4070.