For Black Friday, brands focus on digital deals

Online retailers are bulking up their offerings in preparation for the Friday that follows Thanksgiving. Here’s how—and what that means for more traditional shoppers.

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Black Friday marketing is extending beyond the Friday following Thanksgiving.

Need proof?

Start with JC Penney. The retailer announced this week that its Black Friday deals will be available to shoppers starting the Wednesday before Thanksgiving. Its locations will also open at 3 p.m. on Thanksgiving Day.

JC Penney head marketing officer Mary Beth West told Advertising Age:

We’re going to kick it off early this year. We are going to give customers who want to shop early the opportunity to get some of those exciting deals.

Amazon, Best Buy and Wal-mart have already begun offering Black Friday deals.

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