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From the beginning, Amazon has been comparing Prime Day to Black Friday. On the surface, Black Friday and Prime Day—a big sales accident actuality captivated today, July 15, if you somehow haven’t heard—are absolutely different. Today’s sales are online-only, admitting Black Friday charcoal bedeviled by the in-store arcade experience. Alone Amazon and a scattering of competitors are alms appropriate sales today, admitting around every banker offers deals for Black Friday.

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Yet there are abounding similarities amid Black Friday and what’s actuality billed as the summertime Black Friday. That includes abounding of the criticisms about Black Friday, which has been accident client absorption for years due to a advanced ambit of factors.

Shoppers should booty the afterward into application afore affairs things on a day pumped up as “Black Friday”—no amount what time of year this day takes place.

There are some absolutely amazing deals. According to the accord trackers at BestBlackFriday.com, some of Amazon’s Prime Day prices for specific items like printers, video games, Blu-ray movies, and TVs absolutely exhausted the best Black Friday prices offered on the day afterwards Thanksgiving aftermost year.

But the all-inclusive majority of deals are meh. The hashtag #PrimeDay is trending on Twitter today. Glance through the comments posted, and you’ll see assorted mentions of words like “disappointing,” “underwhelming,” “boring,” and “meh.” There are additionally added bright comments that authenticate bodies are hardly afraid by Amazon’s offers, like that Prime Day is “not the accident to my wallet I anticipation it would be,” and “like a dollar abundance activity out of business sale,” with deals “so accidental and bad that hipsters couldn’t alike buy them to be ironic.”

For the best part, the aforementioned can be said of Walmart’s “Rollback” auction timed to accompany with Prime Day. Some deals assume terrific—think $13 for a video bold that retails for $30—while best are accidental and underwhelming. How aflame can anyone get, afterwards all, about a costly puppy toy that’s apparent bottomward from $12.50 to $10.91?

Best deals are affairs out actual quickly. Abounding barter aggravating to get in on Amazon’s “Lightning” deals accept bidding annoyance that the items are awash out and they’re actuality put on a “waitlist.” The bound quantities and accelerated sellouts are not clashing the doorbusters consistently offered on Black Friday, which some barter feel are alike to bait-and-switch because few get to absolutely acquirement the items at the advertised prices. You’d anticipate that Amazon would accept an amaranthine accumulation of it own products, but alike they are affairs out. As of 11:30 ET, Amazon’s Fire HD 7 deal—priced at $79, bottomward from the accepted $139—was 98% awash out.

Consumers are beneath burden to buy appropriate away. Prime Day lasts alone one day, and with the barring of a somewhat ambiguous bastard examination of deals appear yesterday, shoppers didn’t apperceive what absolutely would be on auction today. Abounding of the deals will be awfully brief and can advertise out, dematerialization anon afterwards they’ve surfaced.

The net aftereffect is that shoppers accept actual little time to appraise anniversary deal, analyze prices with added retailers, or anticipate things through abundant at all. It’s agnate to what we ability alarm “Black Friday brain,” in which the crowds, bound quantities, and agitated atmosphere cabal to burden shoppers into affairs whatever’s in advanced of them, behindhand if it’s absolutely a acceptable deal—and behindhand if it’s article the client absolutely wants. Speaking of which …

You apparently don’t charge any of this stuff. Amazon created Prime Day out of the blue, in adjustment to accomplish client absorption at a time it didn’t contrarily exist. In added words, bodies aren’t arcade today because they charge annihilation in particular; they’re arcade today because it’s Prime Day. Yes, you ability acquisition some being that’s fun and accidentally useful, at a acceptable price. But don’t kid yourself: You’re apparently not arcade out of a 18-carat need. As a Detroit Free Press columnist put it, “Don’t get so afflicted by the advertising that you buy being now that you absolutely don’t need.”

Read next: 12 Ways to Stop Wasting Money and Booty Control of Your Stuff

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