Leave it to the pandemic to alter yet another thing during this crazy year. If you’re waiting for Black Friday sales to start the day after Thanksgiving as the retail gods intended, you’ve already missed out on a lot! Stores have Black Friday deals up and running now—and some have had them going since before Halloween.

Let me remind you that Black Friday is meant to be a literal day. A long day (with sales starting as early as 5 a.m.) but still…a day. Then it crept into Thanksgiving afternoon and spilled over into the entire following weekend. It’s so big, it supports two additional retail events that could be legit all on their own: Small Business Saturday and Cyber Monday.

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.