Lesser sought-after but equally worthwhile are the savings available on off-season sporting goods, paper products, cleaning supplies and even pet food, all of which get marked down on or around Black Friday, said Benjamin Glaser, the features editor of shopping site DealNews.
Black Friday remains the best time to stock up on technology, Beemer said, like televisions, tablets and smartphones — a millennial favorite. "Those promotions are like gold," he said.
More than half of all holiday shoppers, or 55.8 percent, plan to take advantage of seasonal sales and discounts to make purchases for themselves over the holidays, spending an average of $131.59, up from $126.37 last year, according to the National Retail Federation's 2015 Holiday Consumer Intentions and Actions survey.
It's only more so for millennials. Whereas shoppers 35 and older plan to spend $72 on gifts for themselves and $648 on others, 18-to-34-year-olds plan to spend $106 on themselves and $368 on others, according to a report from PricewaterhouseCoopers.
This holiday season is already shaping up to be highly competitive, with retailers piling on the shopping incentives, including Wal-Mart launching its layaway program two weeks early, Amazon doubling its number of limited-time "lightning deals" and Target expanding its price-match guarantee.