For years, retailers have been criticized for having their employees work long hours between Thanksgiving and Black Friday. This year, retailers have been forced to reevaluate what their holiday shopping will look like amidst a global pandemic.

Black Friday is known for being a hectic shopping day that entails long lines and crowded stores. This year, many retailers are shifting their focus from one major day of sales to longer sale periods throughout the holiday season. This week, Amazon announced that Prime Day will be held from October 13th to the 14th. This not only makes up for their cancellation of Prime Day back in July but also gives shoppers an early chance to snag some great deals on holiday gifts. Many people are surprised to see Prime Day make a reappearance this year, given how overwhelmed Amazon was with demand this past spring and summer. Prime Day started in the summer of 2015 as a way for Amazon to increase sales during their summer slump. Now, the company uses the day to encourage customers to purchase an Amazon Prime Membership. Worldwide, the company has over 150 million Prime members, with the bulk of customers in the United States. Amazon has also seen great success in European countries like Germany and the UK.

With Amazon’s recent success, the company has announced that it will spend an additional $100 million to promote small businesses during Prime Day. The company has also set up a program called Amazon Accelerate, which helps more than 25,000 brand owners and entrepreneurs learn about seller success on Amazon.

Other retailers, like Target, have announced they will not be open Thanksgiving day, but they are also starting holiday sales early this year. From October 13th through the 14th, Target will also hold a large online sale called “Target Deal Days" in an effort to compete with Amazon’s Prime Day. Other major retailers like Macy’s, Walmart, and Nordstrom are expected to follow similar sales patterns. Walmart has event released a new online tool that allows children to test toys virtually! No matter where you are living this Holiday season, you are bound to find a great deal this holiday season.

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