If you want an example of how early Black Friday sales started this year, take a look at July luggage.

In October, the Melbourne-founded suitcase brand was encouraging sign-ups to get early access to its Black Friday bundle-and-save offer. On November 3, those who signed up received a discount code. On November 12, the offer went public.

Its most recently released product, a trackable suitcase that makes AirTags redundant, has already sold out in some colours – and it’s not even technically Black Friday yet.

“Our first hour of early access was almost double the first hour last year. People had their carts ready and go as soon as the offer went live,” said July marketing director Ellee Pitman.

“If you’re not shopping first, you know there’s a chance you miss it during this time period.”

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