Retailers across the U.S., start your holiday season engines. On Monday, Walmart revealed the details of its year-end sales calendar, with an early launch date beginning less than two weeks after Halloween. Other chains may have to scramble to follow t he massive company’s promotional lead.

That being said, most retailers begin rolling out "early Black Friday deals" well ahead of time (days, if not weeks in advance). Some draw things out even longer with Black Friday discounts that bleed into the following weekend. In practice, Black Friday is not restricted to a rigid 24-hour timeframe.