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Savvy shopper or not, it's easy to see that not everything is a notable deal. With sales starting earlier than ever, there are more and more "filler" deals. The truly awesome bargains are there to get shoppers in the door (or to the store's website) in the hopes that they'll hang around and buy more gifts—at a hefty markup. If you do your research beforehand, you'll know just how good those prices really are.
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