Dana Hork, Co-founder and CEO at Beers With Friends, said the overall sentiment about Black Friday at an event her boutique creative agency hosted on the topic this month was that it no longer means anything.

Amazon officials say customers will be able to shop deep discounts across electronics, home, and kitchen from top brands like Beats, Sony, Ninja, and YETI. Deals will be live for a limited time only, while supplies last, so that means you shouldn’t wait until Black Friday itself if you see a deal that’s worth it.

Black Friday may be less than two weeks away, but that doesn’t mean you should wait to shop. Many retailers are already offering their best prices of the season, so if you don’t take advantage of a great discount as soon as you see it,