US retailer Walmart is kicking off the late-year holiday shopping season earlier than ever this year, recognising that nearly half of consumers begin their holiday shopping in August or September. To meet this demand,

Walmart is launching six days of holiday savings. Unlike Prime Day, you don't need a membership to shop the savings. Walmart+ members do get early access to the sales event and can start shopping 12 hours earlier than everyone else, but all customers can join in on the savings starting at noon ET on October 8.

Amazon and Target will have some company in October. Walmart announced Thursday that it will be holding a “Walmart Holiday Deals” sales event from Oct. 8-Oct. 13.