ST. LOUIS – Black Friday has looked different in recent years as more consumers avoid the early morning rush to the stores in favor of online shopping. And this year, inflation is also playing a role in the equation. But as we found out, retailers are adjusting for those factors.

Major retailers like Walmart, Amazon, Target, and Macy’s started their Black Friday deals early, some of them weeks ago. Walmart launched a two-week-long Black Friday sale back on Nov. 11. This week, you can get discounts on TVs, iPhones, toys, and jeans.

Amazon launched its Black Friday Week last Thursday, and Home Depot’s Black Friday savings are being offered until Dec. 4.

Still, there will be some in-store exclusive deals on Friday. For instance, Taylor Swift’s new book will be launched exclusively in Target stores on Black Friday.

But just because fewer people are shopping in person Friday doesn’t mean that individuals aren’t still spending. The National Retail Federation predicts winter holiday sales will reach nearly $1 trillion in November and December.

Still, inflation is leaving its mark on holiday sales in 2024. The rate of spending growth is expected to be around 3%. That marks the slowest jump since 2018.