If you’re looking to score some of the best shopping deals of the year, you might want to hit the mall (or the Internet) before Black Friday.

Data from Adobe Systems Inc. shows that in 2013, retailers’ biggest price cuts of the entire year were seen the Sunday before Thanksgiving, the WSJ said. And the holiday season’s lowest prices came the day before Thanksgiving, not on Black Friday.

Many savvy consumers have figured out the trend. A recent survey from Swagbucks.com revealed that 68 percent of shoppers make the majority of their holiday gift purchases before Black Friday.

“As retailers compete to attract ever more discerning customers, early holiday rewards promotions, sales and incentives will be a key driver for holiday shopping decisions made before Black Friday and Cyber Monday,” Swagbucks.com said.

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