But before you stock up for the winter gift-giving season, experts say this is the time for precision shopping. If you really want to save this holiday season, you need to be strategic.
"So, you definitely want to pay attention to these top categories this week. The first one is toys," said Stephanie Carls with RetailMeNot. "Toys are always the first category to sell out during the holiday season. And this year, parents are starting earlier than ever."
Other things to buy now are small appliances like air fryers, coffee makers, and vacuums. Sales insiders said you can also save big this week on home goods and decor.
And if you've been eyeing an Amazon device, there is no reason to wait.
"This is one of the best times to buy Amazon devices," said Carls. "So think Fire Sticks, Echo speakers, Ring doorbells, Kindles, and more because Amazon is discounting its own products heavily during these Prime Day sales."
But there are things you should wait until Black Friday to buy.
"I would hold off on things like electronics. We do tend to see better sales on them around Black Friday, especially TVs," said Samantha Gordon with Consumer Reports. "If you're thinking about buying a TV for the holidays, wait until Black Friday."
Also, wait to buy winter clothing and seasonal gear. Those items will be further marked down on Black Friday and Cyber Monday as well. And no matter what you're buying, make sure you're getting a real deal.
"A lot of retailers will drop the sale price that has been available for the last few weeks or months and make something full price again right before a sale starts, just so that they can return it to that same sale price and make it seem like you're getting a really good deal," said Gordon.
A couple of websites track Amazon prices, so you can see price histories and they'll send you price drop alerts, including KEEPA and CamelCamelCamel, which has a browser extension called Camelizer.
Finally, make sure to shop through a cash back website like Rakuten, which also has a browser extension. Right now, Rakuten is running its Big Stack promotion, where you can score 10% cash back.