Businesses are under pressure to get in on Black Friday sales and start them early as Canadian shoppers are expected to pull back this holiday season.

That means more of what we've seen in recent years: businesses extending their promotions to offer deals from after Halloween until late December, according to the Retail Council of Canada (RCC).

“[Black Friday] is now more like a season than a day,” said Santo Ligotti, vice president of marketing and membership with the RCC.

“Smart retailers are going to continue to have offers throughout that period to continue to attract [shoppers].”

And for some small stores, in order to keep pace with the larger industry and match consumer expectations, they’re now offering Black Friday deals.

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