Walmart is doing the unthinkable: opening its stores to Black Friday deals while Thanksgiving is still underway. In a move that is pretty unprecedented in the post-holiday shopping world, the giant retailer will begin its Black Friday deals at 8 p.m. ET (that’s 7 central, if those in the heartland are counting).

Those with plans to vie for some of the big electronic products available for a steal over the Thanksgiving holiday will have to make sure the turkey is done super early if they don’t want that tryptophan to still be kicking in when they have to go after some of the big electronics. According to Reuters, there may be more electronics in the lineup for the shopping spree this year. Walmart’s U.S. Chief Merchandising and Marketing Officer Duncan Mac Naughton is stating the company has “bought deep” on “items that matter to the customers.”

I guess buying more crap for customers to spend money on is certainly a way for the company to reason starting the shopping early. From a marketing move, it’s easy to see why Walmart made this decision. If a company can get people into the store earlier to buy products, more product should theoretically be pushed overall. Over the past several years, retailers, including Walmart, have been pushing earlier and earlier in the hopes that sales will increase. However, adding more time could drive the bottom line or it could eventually decrease the specialness of Black Friday. Remember what happened when they started showing Who Wants To Be A Millionaire? all the time?

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