Walmart officially kicked off its Black Friday season, and one category already stealing the spotlight is 65-inch TVs. This is the size everyone wants for holiday hosting, football season, and winter hibernation mode, and Walmart’s early lineup is packed with big-name brands and fresh models built to deliver that living-room-centerpiece feel.

Walmart has faced stiff challenges over the past twenty years from e-commerce (Amazon) and big-box brick-and-mortar retailers (Target). At times, its retail dominance has been questioned, leading to investors selling shares. Recently, however, doubts have quieted, and Walmart’s stock price has soared.