Dive Brief:

• Monday, Dec. 14 is “Green Monday,” yet another reason for retailers to cut prices and lure shoppers. The “tradition” was started by eBay in 2007, which coined the term after discovering a spike in sales on that day. 

• The day has emerged as the third biggest of the season for online spending, after Cyber Monday and the Tuesday after. Last year, Green Monday saw some $1.6 billion in web sales, according to comScore. 

• This year, Wal-Mart is taking advantage of the moment to bring back a few of its Black Friday deals on items like televisions, Star Wars figures, and a $299 Star Wars Play Station 4, priced lower than Black Friday. Amazon and other retailers are also touting “Green Monday” prices.

Dive Insight:

Wal-Mart appears to be taking full advantage of Green Monday by revisiting and in some cases beating its Black Friday deals, and several other retailers are flashing Green Monday deals as well. E-commerce is an area that the retailer has been focused on improving, as digital sales rose 10% last quarter, compared to a 23% rise at Amazon. Other retailers are participating in the manufactured shopping holiday, as they seek to attract a shopping customer more accustomed to browsing and buying online.

Fortune estimates the day could host $2 billion in sales, if e-commerce growth holds. 

But these moves are unlikely to be very special if retailers need to keep shoppers coming in and clicking from now till Christmas Day. Consumers this year already expect patience to pay off with more discounts available closer to Christmas.