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Not to be outdone by other large retailers, Wal-Mart Stores announced Tuesday that it will kick off its Black Friday deals one week early.
The retailer said it will mark down prices on a number of toys and electronics starting Nov. 22, in stores and online.
"Black Friday is our Super Bowl, and we plan to win," said Duncan Mac Naughton, chief merchandising and marketing officer for Walmart U.S.
The news follows Sears and Kmart's announcement last week that they would offer Black Friday deals to "Shop Your Way" rewards customers one week early. Wal-Mart had said just a week ago that it would kick off its Black Friday sales at 6 p.m. on Thanksgiving Day.
The list of retailers pushing Black Friday sales earlier may not be over, and it appears consumers are responding. According to a study by the National Retail Federation last week, 53.8 percent had already started their holiday shopping.
Paired with a shorter holiday calendar this year, with six fewer days between Thanksgiving and Christmas, retailers are doing anything they can to remain competitive.
In its release, Wal-Mart also said it will extend its ad match to website sales.
—By CNBC's Krystina Gustafson