America’s biggest shopping day is just around the corner. On Nov. 24, the day after Thanksgiving, major retailers both online and offline will offer big discounts on a range of products for Black Friday.

According to a recent report by NPD Group, Amazon.com Inc. (AMZN) is the top choice for consumers to begin shopping for the holidays, largely due to its convenience, which also lets customers avoid crowds. As the e-commerce and cloud computing giant pushes into physical retail in efforts to boost its already-leading online store, rival retailers including Best Buy Co. (BBY), Wal-Mart Stores Inc. (WMT) and Target Inc. (TGT) have offered a sneak peek into their deals for the holiday. (See also: Walmart to See Best Year in 3 Decades: Susquehanna.)

Touting ‘Exclusive Items’ Not on Amazon

Instead of copying the Seattle-based tech titan, some retailers are trying out new strategies to maximize sales ahead of Black Friday this year, offering earlier discounts and emphasizing products not available on Amazon. Amazon, which has long prioritized sales over profits, typically uses algorithms that automatically match or narrowly undercut its competitors’ prices. Recently, the company has been covering the cost of discounts on some items sold by third-party merchants.

In order to boost sales ahead of Black Friday competition, electronics retailer Best Buy began offering discounts in early November. Following its disappointing performance last year, Target has managed to swing back to positive sales growth after slashing prices on thousands of products, from cereal to razors. Instead of focusing on “up and down” pricing moves, Target has transformed its strategy to focused on its most impactful sales, saving its deals for weekends when consumers are most likely to make a trip.

Wal-Mart, which has been experimenting with new pricing for its online store, plans to sell more exclusive products compared to last year. (See also: Citi Answers: Which Retailers Should Amazon Buy?)

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