Holiday shoppers are getting a head start on the season, and a few big-name retailers are paving the way.
Amazon recently announced a two-day “Prime Early Access Sale” kicking off on Oct. 11 and Target is running its own “Deal Days” starting Oct. 6.
“It’s just an arms race,” said Jeffrey Galak, an associate professor of marketing at Carnegie Mellon and expert in consumer behavior.
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With sales starting earlier, retailers are hoping to lure shoppers with promotions well ahead of Black Friday and Cyber Monday, as consumers become increasingly concerned about higher prices.
“For consumers getting a head start on the holidays, it can be really advantageous,” Galak said. “If you are planning on buying something and you get it for a discount, that’s a win.”
On the flipside, “if you buy something just because it’s on sale that can cause you to overspend rather than save money.”
What to expect from Amazon’s October sales event
To make the most of the “Prime Early Access Sale,” expect to find the best discounts on Amazon devices like the Kindle, Echo, Fire TV streamer and even their private-label clothing, according to Julie Ramhold, a consumer analyst at DealNews.com.
“It’s just Prime Day 2.0,” she said.
This time, though, Amazon is likely to feature more gift suggestions — with deals on well-known brands, such as Hasbro, iRobot and KitchenAid — rather than household goods.
“They will try to hit all of the big holiday gifts: home décor, apparel, name brand accessories and toys, toys, toys,” said Casey Runyan, managing editor at online discount marketplace Brad’s Deals.
“The summer Prime Day was very toothpaste; that’s not the same as buying that great kitchen appliance or hot toy,” Runyan added. (CNBC’s Select has a full roundup of best early Amazon Prime Day deals to shop now.)
Markdowns on laptops and other electronics may not be as worthwhile, Ramhold cautioned. “We could see lower prices when Black Friday rolls around and a lot more retailers are participating.”
In order to take advantage of Prime Day deals, you must be an Amazon Prime member.
You can sign up for a month-to-month membership or a 30-day free trial.
Deal hunters should be wary of the monthly promotion, however, Ramhold advised, since it won’t extend to Black Friday.
“By hosting this prime day event in October, Amazon has affectively assured that people will have to pay if they want to shop in November.”
The annual membership also comes with a catch since the retail giant raised the price to $139 from $119 earlier this year.
What to expect from Target’s big sale
At Target, expect to find seasonal items discounted heavily, along with Target brands like Good & Gather, Brightroom and Room Essentials.
Shoppers also have the benefit of the retailer’s price-match guarantee, which means any purchases made…
Read More: How to make the most of Amazon’s ‘Prime Day’ and Target’s ‘Deal Days’