It used to be that the frenzy of Black Friday and Cyber Monday was tied to a set few days at the end of November.

That’s no longer the case.

The window for holiday-timed sales has crept up earlier and earlier, with major brands like Ulta, Lowe’s, and Best Buy pitching preliminary sales as early as late October this year. Some have leaned fully into the “creep” aspect, releasing ads that nod to the phenomenon.

The result is that, around the time that Black Friday and Cyber Monday come around, a nearly monthlong sales promotion is already in full swing, with shoppers on the hunt for deals and marketers at the ready with ads pitching said deals.

“The fact that we branded it as Black Friday, Cyber Monday, and now it’s Black November for some brands is a little confusing,” Kevin Simonson, C

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