Ebay is undercutting its competitors' Black Friday prices before the holiday

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• Ebay says it's offering discounts steeper than the prices being advertised in competitors' Black Friday circulars.
• Discounted items include hoverboards, KitchenAid mixers, and TVs.
• The move is part of a broader push by the online auction site to become a holiday shopping destination.

Ebay isn't currently a go-to spot for Black Friday deals, but a new initiative is hoping to change that.

The online auction site is offering steep discounts on items that are the exact same as or similar to items featured in Black Friday circulars by big retailers. It's called "Don't Wait for Black Friday."

The prices on the "buy now" listings either match or undercut retailers' prices by a few dollars. Some items, like a blender, are discounted by up to $10. The listing page Ebay set up for the program even says exactly which retailer and deal the listing is being compared to, and if that price is being "matched" or "beat."

The program will run until November 17, with new additions every day.

Ebay is also offering its price match guarantee from Black Friday through Cyber Monday. If customers purchase a new, unopened item from the Ebay deals page and find the same item cheaper at a a major retailer like Amazon.com, Jet.com, or Bestbuy.com, Ebay will instead charge you that price.

The program is part of a broader push by Ebay to become a bigger holiday shopping destination.