ft.com: The race is on. Retailers have kicked off the holiday shopping season earlier than ever this year, moving the battle for Middle America’s dollars online in the run up to Black Friday, the biggest US shopping event of the year.

Traditionally, queues have formed in parking lots and checkout aisles before midnight on Thanksgiving Day, with bargain-hungry customers squabbling outside stores for first dibs on promotional deals. That frenzy used to mark the start of the holiday shopping season.

Now that has changed. As more people than ever shop online, and amid bitter competition from rivals, many leading retailers are starting their offers earlier and online in an effort to lure customers. Some are selling discounted items at a loss.

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