Black Friday sales are popping up left and right, but only some offer discounts that are actually significant (AKA more than 20%). In Nike’s case, it’s starting with an impressive 30% off and increasing its markdowns as time goes on.

Analysts say that while there are great deals to be found on Black Friday, some prices may not be as good as earlier markdowns. Experts say consumers should use price checking tools and take advantage of price matching in stores to get the best deals.