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Overstock Gets 30-Day Jump Start On Black Friday Promotions

Overstock is getting a head start on the holiday season by holding a “Black Friday Sneak Peek” event on its e-Commerce site more than a month before the day actually takes place. The sales event, which runs through Oct. 27, spotlights  a growing reality: consumers are doing their holiday shopping earlier.

As many as 46% of holiday consumers say they are starting their holiday shopping before Nov. 1, according to a survey from RetailMeNot. Additionally, 48% say they will be finished with their holiday shopping by Thanksgiving Day, according to data from Market Track. With consumers now so eager to get their holiday shopping out of the way, it was only a matter of time before retailers decided to take advantage of the trend.

Overstock appears to be one of the first retailers to go full throttle with the early bird concept in a way that takes advantage of both the holiday itself and shoppers’ propensity to seek out deals:

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  • 46% of shoppers admit they would spend a full day hunting online for the best price (RetailMeNot);

  • 42% say they “rarely” or “never” expect to pay full price for an item during the holiday season, (Accenture); and

  • 72% say they would be enticed by promotions or coupons to shop somewhere they haven’t shopped at in the last year (Accenture).

For the promotion, the retailer is offering hand-curated doorbuster deals of up to 70% on products such as area rugs, bedding and bath items, home décor, jewelry and watches. As an online-only retailer, Overstock also aims to cash in on the e-Commerce and mobile surge that began with holiday 2015. Additionally, the brand seeks to give consumers the chance to enjoy the holiday season without the harried rush that can come with it.

“We know that holiday shopping can take an insurmountable toll on finances and family time,” said Saum Noursalehi, President of Overstock.com in a statement. “By offering Black Friday value earlier, Overstock.com is enabling consumers to realize savings sooner and spread out the costs associated with the holidays – not to mention, spend more time with family and friends.”

Although this is the earliest holiday promotion from Overstock, it isn’t the first time the online retailer has offered holiday deals before Black Friday. Last year, the brand rolled out its Black Friday deals on Nov. 2, with that promotion lasting eight days.

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