The shadow of 40-year high inflation and the looming recession threatens to impact the upcoming holiday shopping season. As a result, companies are rolling out sales campaigns, well before Black Friday. Mark Bergen with the U-of-M Carlson School of Management says this is the earliest launch he’s ever seen:

“I think the move by Amazon and Target and Walmart is just a public signal of how much pressure these resellers are in. The holiday season is make or break and the fact that they’re coming earlier and they’re gonna hit you more often is going to be a reality to this holiday season.”

Bergen says companies will be on the offensive to meet their sales goals and it will be up to consumers to stay budget conscious and stave off the temptation to overbuy.