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Macy's is known for making early Black Friday headlines. In fact, since 2011 the retailer has debuted all or part of its Black Friday ad in October. Just last year it debuted its earliest Black Friday preview ever on October 15, making it the second retailer to ring in Black Friday 2013.
We expected more of the same this year, especially after hearing about the retailer's earlier Thanksgiving day hours. But rather than keep with its tradition of early Black Friday announcements, Macy's seems to have fallen asleep at the wheel and released its Black Friday ad 28 days late this year, something it hasn't done since Black Friday 2010.
So which retailers beat Macy's to the punch? Harbor Freight Tools took the top spot this year debuting its Black Friday ad on October 14. Multiple other retailers have also released or leaked their ads since then, making Macy's abnormally late to the party.
Is this a sign that the holiday creep is slowing down? Perhaps not. Macy's did announce that it will open its stores two hours earlier than last year, and our own data shows that the best Black Friday deals will take place on Thanksgiving Day rather than on Black Friday.
In terms of sales, you can expect Macy's to offer an extra 10% to 15% off sitewide (including sale items) with free shipping on purchases of $99 or more. While this is a relatively strong sale, ranking among Macy's top three sales of the year, Macy's has offered stronger Friends and Family sales that have taken 20% to 25% off most items. For further perspective, Macy's took $10 off $25 purchases during Black Friday 2013.
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