In the past few years, Black Friday has transformed from a single-day event taking place the day after Thanksgiving to a week-long, deep-discount, shopping extravaganza starting the week of Thanksgiving and ending the Monday after. According to Google, mobile searches for “Black Friday deals” have grown 200% in the past two years. This suggests that retail brands are serving more on-the-go shoppers than ever before. Since 48% of consumers are open to buying from new retailers during the holiday, the competition during the holiday season is at its peak.