Forget opening a few hours earlier on Thanksgiving to get a leg up on competition, Walmart is taking it to a whole new level by matching competitors Black Friday prices a week early. Starting November 22nd, Walmart will match select Black Friday offers for toys and electronics from Toys R Us, Best Buy, and Target. Walmart execs are ready to battle this holiday shopping season:

“Black Friday is our Super Bowl and we plan to win,” said Duncan Mac Naughton, chief merchandising and marketing officer, Walmart U.S. “With six fewer days from Thanksgiving to Christmas, the retail environment is more competitive than ever…”

Also, the seperate Walmart Christmas Ad Match policy will be extended to online purchases beginning today but explicitly excludes Thanksgiving / Black Friday pricing.

Customers who purchase an item on, and find a lower price in a local brick and mortar competitor, can email and receive the difference on a gift card.

Be sure to follow 9to5Toys all weekend long as we will be covering the best price-matches to come out of Walmart’s new promotion. Check out our complete cover of Black Friday here.