Mid-October appears to be the new Black Friday as retailers compete for holiday dollars a month earlier than usual.

Technology retailer Best Buy announced it will kick off its Black Friday deals on October 13 and 14, the same two days that Amazon is running its popular Prime Day with deep discounts for Prime members.

"It’s truly a holiday season like no other," Best Buy said in a press release." To help shoppers start their holiday shopping season early — and safely — Best Buy is kicking off Black Friday next week."

Best Buy said shoppers will be able to take advantage of dozens of deals straight from its yet-to-be-released Black Friday ad. Hot items Best Buy is promising include a 70-inch Samsung 4K Smart TV for $530, laptops starting at $120, and JBL Free True Wireless Headphones for $70. The retailer said it is offering contactless curbside pickup, store pickup, and same-day and next-day delivery to make shopping as easy as possible, and it will guarantee customers the lowest price on advertised products.

"Because it’s 2020 and life is unpredictable, if the price on one of these deals goes lower before Black Friday, My Best Buy customers will be automatically reimbursed the difference," the company said.

Target is also planning to challenge Amazon Prime Day with specials of its own on October 13 and 14. Target said it will offer nearly 1 million more deals than it did last year. Like Best Buy, Target is offering customers an extended price-matching guarantee through November and is providing a similar line-up of shopping options, including contactless drive-up and order pickup services and same-day delivery via Shipt.

Amazon Prime Day—which actually spans two days—offers Prime members access to more than a million deals on electronics, toys, fashion products, and more. The promotion begins at 3 a.m. ET on October 13 in 19 countries worldwide. 

Amazon said customers can access deals beginning October 11 when they shop using Alexa on an Echo device. The company also offers lightning deals, which feature deep discounts on top-tier brands. In a press release, Amazon told customers to watch for deals on Nintendo Switch titles, Barbie, Hot Wheels, IRobot Roomba vacuums, Panasonic cameras, and premium beauty brands.