Black Friday is still about two weeks away, but retailers aren’t waiting until Nov. 25 to start the annual deals amid an increasingly competitive retail environment. In fact, Wal-Mart Stores already has deals in place, though they’re just for consumers on the Wal-Mart app currently, reports Business Insider. According to the company, all Wal-Mart’s Black Friday deals begin online at 12:01 a.m. Thanksgiving Day. Industry rival Target Corp. is staying competitive this holiday season, set to open at 6 p.m. on Thanksgiving, reports Fortune. This is the third consecutive year how the retailer will begin the holiday shopping season. Wal-Mart will be open all day on Thanksgiving, with its Black Friday event that day slated for 6 p.m. local time in stores. Target enjoyed a bolstered holiday season quarter in 2015, though its second-quarter fiscal 2016 hit a snag with a 1.1 percent same-store sales dip. Wal-Mart’s, for comparison, ticked up 1.8 percent. To better compete with Wal-Mart, the company is going to further emphasize lower prices in the Christmas season – i.e. 60 percent of its marketing compared to last year’s 40 percent. Read more at U.S. News & World Report.