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"It's kind of like FOMO, you're scared to be left out so everyone is kind of doing it and you want to attract people to come into your store so they might buy the discounted item, but they might also buy five other items not on sale.

This year, Black Friday 2024 runs from 29 November through to Cyber Monday on 2 December, but some brands have already started their sales or begun offering early access discounts

Walmart has several waves of Black Friday deals coming up, the first of which begins on Nov. 11, followed by two others happening Nov. 25 and Dec. 1. You can get three hours of early access to each of those deal waves through its website and through the Walmart app — but only by being a Walmart Plus member.