NEW YORK — Retailers aren't just ushering the official start of the holiday season with the usual expanded hours and fat discounts on big TVs and toys.

They're offering new ways for shoppers to get deals online and in the store easier and faster in the age of instant gratification. That means everything from digital maps on apps to two-day free shipping without any minimum purchases.

Still, Black Friday isn't what it used to be. It has morphed from a single day when people got up early to score door busters into a whole month of deals.