Black Friday has lost some of its luster, with sales starting on Thanksgiving Thursday, or even before Thanksgiving, but the shopping tradition isn’t broken yet.

Last year, shoppers parted with $10 billion on Black Friday alone. And the personal shopping website, Wallethub.com, has seen an increase in the deal or discount stores give out every year during this time, meaning stores are looking even more this year for shoppers.

According to the recent study by Wallethub.com, stores like Costco, Gamestop, and Toys R Us will be increasing their discount for consumers from last year to this year. However most stores are slightly decreasing their overall discount to consumers or giving no change from last year. Also another note from the study is that Jewelry will be a big discounted item this year as well as clothes and Computers coming in second and third respectively.