When we think of July we think of fireworks, cookouts, beach days, and children who get to skip bath time because they’ve spent all day running through the sprinkler. With the notable exception of Nordstrom’s semi-annual sale, “can’t miss” super sales have been like pumpkin spice lattes—you can’t get them in July.

But Amazon’s Prime Day is changing that, influencing other retailers to offer a bit of Black Friday excitement (but sadly, not the PSL) in the middle of summer. And even if you’re not a Prime member, the impact of Prime Day can help your family save money this summer.

Prime Day starts at 3 pm EST July 16 and is billed as “36 hours of epic deals” according to Amazon, but sales at some other retailers have already started.

Everybody’s vying to compete with Prime Day, which has become more profitable than Black Friday for Amazon (despite having only been around since 2015). Retailers want a piece of that summer sale pie and are running their own promotions—which is great news for those who don’t have Prime or are itching for an in-person shopping session.

The brick and mortar stores really want your business this week, as new data from FourSquare shows “Prime Day 2017 was the lowest foot-traffic week for retail stores for the entire summer.”

Who else is having sales?

Kohl’s 3-Day Doorbuster sale is happening right now (ending on July 17), and, as Motherly previously reported, Target is promising some major markdowns tomorrow (and we can’t wait).

Walmart is also in the mix, promoting its Ultimate Summer Sale to compete with Prime Day, and some of the deals on big ticket electronic items at Walmart are actually better now than they were last Black Friday. (Thanks, Amazon.)

Macy’s is trying its best to compete in the online space , offering free shipping on everything right now during an online-only sale that ends Tuesday. A bunch of kids clothing is 50-60% off right now , so mamas, it’s a good time to grab a back to school outfit from Macy’s (they have school uniform styles on sale, too).

So, even if you’re not among the 64% of U.S. households that have a Prime membership, you can still score some good deals right now.

And if you are a Prime member, don’t worry, Motherly’s keeping an eye on all the good baby deals and will be updating when Prime Day kicks off at 3 pm EST.

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