After a three-year wait, Lynda Newman feels that the prices for big-screen TVs have finally become manageable.

“We’ve been eyeing a 75-inch TV, so that will be our purchase for Black Friday,” shared the mother of three from Cleveland. “Actually, with football season kicking off, we might buy it sooner since we’ve found prices below $500.”

Like countless other shoppers, Newman is hunting for “significant discounts” this year as she aims to “maximize what little money we have,” which includes getting holiday gifts for family, friends, and coworkers ahead of time. This reflects a broader trend expected by retailers for 2024.

Early Fall Shopping for Winter Holidays

Brock McKeel, Walmart’s Vice President of Consumer Electronics, stated, “This year, nearly 50% of shoppers will begin their holiday shopping ahead of schedule, as people stay budget-conscious and plan to stretch their holiday spending.”

According to a Bankrate survey mentioned by McKeel, 48% of holiday shoppers plan to start shopping in August, September, or October. The same report indicated that 33% of individuals expect to spend less in 2024 compared to 2023.

“To accommodate customers’ shopping habits, Walmart is introducing a ‘holiday head start’ with its first Holiday Deals event of the season (running from Oct. 8-13) and the return of its inflation-free holiday meal – happening earlier than in past years,” McKeel added.

Walmart’s retail locations and Walmart.com are geared up for this early shopping season.

“This trend extends through electronics, home goods, fashion, toys, and more — both from Walmart’s own selection and the Marketplace offerings,” McKeel explained. “Shoppers wanting a head start on excellent deals for popular holiday gifts don’t have to hold off until November.”

Online retailers, particularly Amazon, also predict a surge in shopping through October.

Originally held in July, Amazon Prime Day – celebrated for its inception in 2015 to mark Amazon.com’s 20th anniversary and a decade of Amazon Prime – now features a second Prime Day each October, likely to get ahead of Black Friday shoppers.

“Our Prime members are eager to save money right now,” remarked Carmen Nestares Pleguezuelo, Amazon’s Vice President of North America Marketing and Prime Tech. “That’s why Prime Big Deal Days is a perfect chance to start holiday shopping early, offering millions of discounts and some of our lowest prices on items featured on holiday wish lists.”

Is Shopping Early Worth It?

Although shoppers may spend less this year due to budget constraints, retailers are ready for fall holiday shopping and are eager to make earlier sales. Experts, however, have mixed opinions on whether early shopping yields better deals.

“The holiday shopping period now seems to start in early October with the Amazon Prime Big Deal Days, prompting other retailers to launch their sales too,” explained Vitaly Pecharsky, head of deals operations at Slickdeals, which helps shoppers discover and vote on the best deals. “By initiating sales earlier, retailers hope to capture consumer spending right away.”

According to Pecharsky, Black Friday has somewhat lost its impact due to the earlier sales events spread throughout the holiday shopping season. “Last year, less than 10% of the great deals from October were available again on Black Friday,” he pointed out.

“Still, depending on what you’re seeking, there can be fantastic deals during Black Friday,” he noted. As a tip, if you spot a great price earlier in the season, check return policies first and then seize the opportunity.

Carolina Milanesi, president and lead analyst at Creative Strategies, a market research firm in Silicon Valley, added that shoppers need to thoroughly evaluate what constitutes a genuine deal.

“Sales events like Prime Day, Black Friday, and Cyber Monday always attract consumers looking for bargains; however, the price differences can often be minimal compared to regular sales throughout the year.”

Milanesi continued, “Over the years, shoppers have become more adept at identifying genuine bargains. With tighter budgets this year, I expect retailers to highlight the practical benefits of tech products and focus on brands known for quality and customer service.”

Big Sales Expected for TVs, Games, and AI

This year, Walmart and Slickdeals foresee big sales in large TVs among tech enthusiasts.

“One notable trend is the increase in XL TVs as screens become larger and more affordable,” McKeel noted. For instance, during Walmart’s October Deals Event starting Oct. 8, a 98” onn. TV will be available for $1,498. “We are also observing a decline in the price of Quantum/QLED TVs,” he added.

Pecharsky anticipates a drop in prices for OLED televisions this fall: “There’s a surplus of large OLED TVs ranging from 65 to 77 inches, and with new models expected next year, we think there will be significant price cuts on the existing models.”

Additionally, he noted, “There are circulating rumors about new iterations of video game consoles being released soon, which may lead to discounts on well-known consoles like the PlayStation 5.”

McKeel pointed out that the integration of AI in computers and smartphones is another trend retailers are monitoring closely.

“Many leading brands are heavily investing in this as the technology expands, and we are striving to provide it to customers at competitive prices,” he stated.

This year, great deals might also come from less popular brands that can fit within a shopper’s budget.

“Sticking to well-known brands can be costly,” Pecharsky remarked. “During this shopping season, we expect fantastic offers on electronic accessories, but it’s wise to evaluate them based on their features and pricing rather than brand loyalty,” he added. “You might find an even better deal when you discover the impressive quality of products from lesser-known brands.”

Agreeing with Pecharsky, Nestares Pleguezuelo mentioned that while shoppers can look for discounts on well-known brands like Beats, Samsung, and Fujifilm, they should also explore in-house brands such as Amazon Basics and Amazon Essentials, which provide quality products at a reasonable price.

Key Online Shopping Tips

• Stay secure online: Only shop with trusted retailers; check for “https:” (instead of “http://”) in the browser for encrypted connections, and use a payment method, like a credit card, that offers purchase protection if any issues arise. “There’s an innovative solution for digital identity that can confirm your identity with a quick facial or fingerprint scan, streamlining payments and eliminating the need for passwords, card details, or temporary codes,” says Mark Nelsen, Visa’s head of consumer products, referring to passkeys. “Visa has created one specifically for payments, and it’s something everyone should get acquainted with.”
• Get deal alerts: Take advantage of free deal-hunting platforms like Slickdeals, Flipp, and PayPal Honey, and sign up for “deal alerts” on these sites and apps to be informed when your desired items go on sale. Amazon has a similar feature called Amazon Wish List, advises Nestares Pleguezuelo. “As a tip, add items to your Amazon Wish List prior to Prime Big Deal Days, and you’ll receive alerts if those products become discounted.”
• Utilize AI tools: Visa recommends using AI for shopping inspiration: “Retailers are starting to implement AI assistants that tailor your shopping experience.” New this year, customers can use Rufus, Amazon’s AI-powered assistant, to help make more informed purchase choices, according to Nestares Pleguezuelo. “When considering tech gadgets on Amazon, Rufus can answer related questions and provide product suggestions based on your interests,” he mentioned.