Black Friday is not just for penny-pinchers.

Saks Fifth Avenue, Lord & Taylor and Coach are some of the upscale retailers dangling bigger or earlier deals this year in what has become a rat race to the consumer’s wallet, highlighted by Walmart announcing on Monday that it would move its Cyber Monday sales to Black Friday to beat Amazon to the punch.

“Value permeates every brand,” luxury or not, said Gerald Storch, chief executive of Hudson’s Bay Co., which owns Lord & Taylor and Saks Fifth Avenue.

L&T is kicking off its Black Friday deals on Tuesday, a day earlier than last year, while Saks is luring shoppers with a $75 gift card for spending $150 in-store starting Wednesday.

“True luxury shoppers avoid Black Friday or Thanksgiving in-store shopping like the plague,” said retail analyst Craig Johnson.

Even Barneys, which doesn’t officially participate in Black Friday, is kicking off a 40 percent sale tomorrow.