Black Friday deals start early and seem endless. (Advanced)

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Black Friday deals are already happening, and it's not just a one-day affair anymore. Retailers kick off discounts well before Thanksgiving, enticing shoppers with enticing offers.

If you wait until Black Friday to think about it, you're already late in the game, says Kristin McGrath from RetailMeNot.com. The sales window has expanded, with Amazon, Best Buy, and Target starting a week or more early this year.

Businesses aim to capitalize on the at least $957 billion shoppers are expected to spend, strategically extending sale periods. There's intense competition, with companies vying for customers and even starting sales earlier to outdo rivals.

The bottom line: Yes, Black Friday sales are worth it. Adobe Analytics predicts discounts up to 35%, hitting record highs from Thanksgiving to Cyber Monday. Price comparison tools like camelcamelcamel.com can ensure you're getting a real deal.

While longer sale periods benefit retailers, they also give consumers more time to find the best prices. McGrath suggests early purchases, especially for high-demand items that might sell out quickly.

In the end, consumers can still win during Black Friday sales, but navigating the constellation of deals is becoming more complex. McGrath wonders if sales will become so long that they confuse consumers.