The retail giants are in a massive competition this holiday season as Amazon and Target compete with Walmart by offering free two-day shipping. However, Walmart is stepping the game up another notch by offering Thanksgiving day parties. Beginning on November 22, from 4 p.m. to 6 p.m., Walmart wants you to head to its store for free coffee and cookies before you shop.

Walmart will officially kick off Black Friday deals in store at 6 p.m. after the party, Thanksgiving night. Although, there is one major change in which the retailer has never done before – Walmart will be rolling out Black Friday deals at 10 p.m. ET on November 21.

“We’re trying to allow folks on the East Coast to shop a little earlier,” Steve Bratspies, chief merchandising officer of Walmart U.S., said on a call with members of the media. “Whether [people] go online or in stores, we’re agnostic to that.”

Other retail rivals, including Target, Kohl’s and Macy’s will also be opening their doors on Thanksgiving at 5p.m. J.C. Penney in particular, is getting the best head start, in which it will be opening at 2 p.m.

Walmart already stated that it’s expecting its best holiday season yet and will feature new technology in its stores, such as maps and mobile check out, to ensure shoppers have a painless experience. Still, the battles for shoppers online continue between Walmart and its largest rival, Amazon. According to the e-commerce company, it will begin offering all customers free shipping for a limited time during the holiday season. Walmart will still offer free, two-day shipping for orders more than $35, while Target removed its threshold on November 1 and now is offering free, two-day shipping on all online purchases through December 22.

Walmart hopes that its large discounts on kids’ bikes, wireless headphones, iPhones and Google Home devices will lure shoppers to stores. CNBC further notes that Walmart’s website will feature 18 unique Black Friday deals live as early as midnight on Thursday.