The holiday shopping season is no longer just a sprint that starts on Black Friday — it's become an extended race, with many retailers kicking off their Black Friday sales earlier than ever. While 48% of Canadians believe actual Black Friday (the last Friday in November) is the most important shopping day, retailers are tempting shoppers to start earlier, with discounts rolling out in mid-November, or even as early as Nov. 1. Big retailers like Best Buy and Walmart are already in full Black Friday mode, offering deals weeks ahead of time. Meanwhile, there’s been a change in shopping habits: between 2019 and 2023, global retail media spending in the two weeks leading up to Black Friday increased by 17%, while spending during Black Friday and Cyber Monday itself actually dropped by 13%. With all these early deals, it’s easy to get swept up in the excitement. To avoid overspending, make a list of the gifts you truly need and stick to it. And if you're eyeing something expensive, consider using tools like Honey or CamelCamelCamel to track prices and find the best deal.