Folks, Black Friday has arrived.

We’re going to assume you aren’t frantically checking your phone or your calendar to confirm, because if you’re like most shoppers in the United States, you’ve started holiday shopping already. Some of them—an increasing number, we might add—began the journey this summer, with a little something we know as Amazon Prime Day.

With each new blog entry in our series on power tool shopping and product marketing trends, we’re getting deeper into the holiday shopping season. It’s hard to believe, but we’re almost there.

Sorry to scare you. But we don’t control the calendar.

In the introductory blog to our series on power tools, we focused exclusively on enhanced product content.