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Forget Black Friday, the day after Thanksgiving when retailers entice holiday shoppers with extreme price discounts.

Wal-Mart, a Black Friday pioneer, has gotten a three-week jumpstart on the tradition by offering Toshiba's HD-A2 HD DVD player for $98.87. The special pricing is only available at retail stores and valid through the close of business Saturday, according to a Wal-Mart spokeswoman.