Cicero (WSYR-TV) - Black Friday is only three weeks away and that has put big name retailers in the middle of a price war. Wal-Mart and Target, for example, are cutting prices on a number of items to offer shoppers the best deals for the holidays.

Wal-Mart started a pricing war on DVDs Thursday by lowering prices on some new titles to $10. When Target matched their price Friday, and Amazon.com beat it by a penny, Wal-Mart fired back once again and lowered their price to $9.98.

The price cuts are not just on movies, they affect books and toys too. Target put out a pre-black Friday coupon book this week, and Wal-Mart announced a couple weeks ago that it would offer 100 toys for $10.

Shopper Michael Morrison says buyers are in the middle of the war, but it's one he doesn't mind being a part of. “As far down as they can go on the prices, of course it is going to benefit us,” he said.

Claudia Rayome's kids are already eager for the holidays, especially her daughter. She says they’ve already been asking, “How many days till Christmas?”

Rayome says she hopes competition between retailers keeps prices low, especially as the wish list for her kids grows longer by the day. “It'll be interesting to see the deals they have after Thanksgiving,” she said.