Black Friday is traditionally a big holiday shopping day for store-based retailers, but web-only retailer Amazon.com Inc. clearly wants its piece of the Thanksgiving weekend shopping pie.

In hopes that more consumers will stay home and shop in the days leading up to Black Friday, the day after Thanksgiving, North America’s largest e-retailer is launching its Black Friday deals beginning tomorrow—earlier than ever before.

The merchant will launch new deals every 10 minutes for eight straight days, including 50% off on exclusive Lincoln Logs and Crayola toys, 45% off select Samsung TVs and additional discounts on books, wine, sporting goods and kitchen products. It will also run three daily deals on both Thanksgiving and Black Friday.

“Our customers are redefining Black Friday shopping,” says Steve Shure, Amazon’s vice president of worldwide marketing. “They want to stay home with family, enjoy some turkey and football and shop the hottest deals from their phone, tablet or PC.”

Amazon started rolling out limited-time deals on Nov. 1, which it did last year as well.

Macy’s Inc. is also touting its Black Friday deals early, as the retail chain is previewing its Black Friday specials on its home page beginning today. The merchant hopes to drive consumers into stores, though, as shoppers can only view but not buy online the doorbuster deals Macy’s plans to run beginning Thanksgiving Day.

At Macys.com/blackfriday, shoppers can add items to a wish list and tag desired gifts as “For Mom” or “Must Have.” The shopping lists are accessible via personal computers, smartphones and tablets.

Also beginning at 6 p.m. on Thanksgiving Day, Macy’s will run in-store giveaways to smartphone-wielding customers. “This year, we’re adding another level of entertainment to our highly anticipated Black Friday doorbusters and specials,” says Martine Reardon, chief marketing officer at Macy’s. “As customers navigate their shopping route throughout the store, they will be able to score digital gift codes offering instant wins via Macy’s mobile app. This element of surprise along with a playful new commercial featuring our official holiday ambassador, SpongeBob SquarePants, is certain to add a new element of fun to our customers’ shopping experience on Black Friday this year.”

Consumer electronics retailer Newegg Inc. is offering early Black Friday deals on 20 products, with more in the works, a spokesman says. 

Amazon is ranked No. 1 in the 2014 Internet Retailer Top 500 Guide. Macy’s is No. 8, and Newegg is No. 17.

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