If you’re planning to hit the stores this holiday weekend, it turns out you don’t have to wait for stores to open on Friday to get a great deal.

While many prefer to avoid the lines and chaos at the checkout, several major retailers like Amazon, Best Buy, Walmart, and Lowes have already began rolling out special discounts — hoping consumers will shop early, and often. The conversation has naturally made its way to social media, as #BlackNovember trends on Twitter.

Retailers are putting together strategies that converge both online and physical store shopping to stay competitive in a crowded landscape. For example, Walmart will launch their CyberMonday deals on Friday at midnight, enabling consumers to avoid a crowded in-store experience.

However, while discounts are available early, it’s important to hold off on more expensive purchases, like appliances, until Black Friday. Also hold off on purchasing toys, as prices will drop in early December, as retailers need to push their inventory. Consumers should also remember to check online while in-store to get the best bang for your buck.

Adobe Digital Insights predicts online sales will increase 11% this holiday season, leading to a 91.6 billion dollar market.

What can retailers expect this year?

According to ShopperTrak, in-store sales were down 12 percent on Black Friday in 2015, and so far, 44 percent of American adults plan to shop in-store holiday sales this year. With the expansion of Black Friday and Cyber Monday deals, retail sales around the Thanksgiving weekend are expected to show double-digit growth (ADI).

The National Retail Federation predicts the average shopper will spend $936 this holiday season, which is down only $17 from 2015. A survey conducted by Mindshare predicts men will spend an average of 69 percent more than woman during the upcoming shopping events.

With the early sales and promise for growth, brands and retailers can’t afford to miss out.