Walmart: The world’s largest retailer is also getting in on the action with its Walmart Deals, running from July 8-13. The promotion offers discounts of up to 50% off on certain items. Walmart+ members are able to shop the sales starting at 7 p.m. on July 7.

Prime Day shopping events to entice cautious consumers and play defense against stiffer competition from the likes of Walmart Inc., Target Corp. and TikTok, who have launched their own discount days in response.

The event, started in 2015 as a way to hook new Prime members, has pushed other retailers to launch counterprogramming.