America’s retail sector has a request for the holidays: more time. Faced with the shortest holiday shopping season since 2013, retailers are trying to figure out ways to get into the minds of shoppers sooner, The Associated Press reports.

Walmart, for instance, began offering holiday deals online for toys, TVs and mini trampolines nearly a week before Halloween. And the owner of Zales and Kay Jewelers said it spent more on advertising between August and October.