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This year, Black Friday isn't a particular date on the calendar for Amazon, it's more like a way of life. The site just launched a Black Friday Deals Store today, a full three weeks before the day after Thanksgiving and possibly before you're even figured out what you're doing for Turkey Day.
Right now, Amazon's advertising it as a "Countdown to Black Friday Deals Week," with text that reads: "we didn't want you to wait until the day after Thanksgiving for Black Friday deals, so we kicked off the savings a little early." There are all sorts of deals happening at the moment, from truly random stocking stuffers like a rainbow ant farm to possibly more useful gifts, like Saucony running shoes at 50% off.
Amazon Prime members get early access at the Black Friday Deals store, too. The retailer states that Prime members will be able to access the more than 30,000 "Lightning Deals" 30 minutes earlier than all Amazon shoppers, and these deals have a time component so it pays to act fast. The items on sale will include electronics, toys, clothing, jewelry, kitchen, and more.
Amazon's aggressive Black Friday strategy could be playing into what shoppers say they want, at least according to data from research firm NPD Group. Fortune reports that said half of all those NPD Group surveyed planned to start their holiday shopping this year before the Thanksgiving weekend, a 6% increase over 2014.