⁍ Black Friday, held the day after the Thanksgiving public holiday, has long been one of the biggest shopping days of the year in the United States.

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⁍ Retailers count on customers opening up their wallets to score door-buster deals on gifts.

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⁍ But the COVID-19 pandemic has forced retailers to drastically rethink how they do business.

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– Black Friday may still be one of the biggest shopping days of the year, but it’s starting to look a lot less Black Friday. Walmart, Best Buy, Target, and Kohl’s are among the big-name retailers now offering multi-day Black Friday promotions in an effort to draw in more shoppers, Reuters reports. The multi-day promotions—which will start at Walmart.com and continue at Walmart stores—will offer discounts on a variety of items, including TVs, bath towels, and blenders. “Our customers have told us that they want to get a head start on their holiday shopping early, and we want to give them that head start in November,” a Walmart spokesperson says. A consulting firm’s head of retail strategy says Black Friday “may not exist as a recognizable form this year” because of Amazon’s Prime Day, which marks the earliest start to the holiday shopping season in 50 years. “Amazon’s Prime Day marks the earliest start of the full assortment holiday shopping season in 50 years, as COVID permanently reshapes the holiday calendar,” Hilding Anderson says. “Black Friday may not exist as a recognizable form this year.”