It amazingly won’t be long before you have to start thinking about holiday shopping and this year’s big shopping season promises to be more competitive than ever thanks to a recent move by Target. Per The Associated Press, Target will start matching Amazon and Walmart online prices on its own online store this Thursday, marking the first time it’s done online price matching. Previously Target had only matched rivals’ online prices in its brick-and-mortar stores but now it seems ready to take the next step to battle rivals online as well. In all, Target is matching the prices of 29 different online shopping websites.

IN CASE YOU MISSED IT: The Tesla Model X’s most ridiculous feature: ‘Bioweapon defense mode’

As the AP notes, Target has been getting much more aggressive about trying to beat its rivals in cyberspace. Last holiday shopping season it started offering free shipping without requiring any minimum dollar value and even after the holiday season ended it lowered its minimum free shipping threshold from $50 to $25.

You can bet that Amazon and Walmart won’t take this lying down, which means you can expect a ton of great deals on Black Friday this year.