Retailers are already trying lure holiday shoppers with pre-season bargains.
It's not even halloween yet, but it's beginning to look a lot like Christmas.
If you're holding out for those Black Friday sales, how does this Friday sound?
Sears is one of many retailers counting on early sales to boost the holiday bottom line.
An annual holiday survey by Deloitte Consulting shows six in ten Americans expect to spend more this year.
Still, a third say they've changed spending habits for good and will be using more cash, spending less and demanding better prices.
"The key for retailers is going to be promotion," says Deloitte's John Rooney. "Understanding that the consumer is into this new normal mindset."
But Black Friday in October?
"40 percent of consumers have told us they've already starting shopping. This is really just a way for retailers to respond using an already established sale day," says the National Retail Federation's Mike Gatti.
That shopping list might be a short one.
In the Deloitte survey 44 percent of the respondents said they'd like to get a gift card.