BENTONVILLE, Ark. — Walmart is rolling back prices on more than 20,000 items at its Supercenters and on its website starting November 1 as it unwraps the first round of year-end holiday deals.

Walmart is rolling back prices on more than 20,000 items at its Supercenters and on its website starting November 1 as it unwraps the first round of year-end holiday deals.

The company says it is lowering prices on a broad assortment of items customers need for gift giving, home decorating and family gatherings.

"Helping families deliver an amazing Christmas doesn’t start on Black Friday, it starts now," says Duncan Mac Naughton, chief merchandising officer at Walmart U.S.

Walmart plans to drive holiday traffic to stores with events. For instance, it is offering trade-in deals and opportunities to play "Call of Duty: Advanced Warfare" on November 2, one day ahead of the release of the newest version of the popular video game at other retailers.

Walmart.com is kicking off its holiday seasonal savings program on November 3. The company plans to present weekly online specials to registered shoppers via e-mail. Free shipping applies to orders over $50, but this year the retailer is providing free same-day pickup in stores on selected items.

Walmart’s Savings Catcher app will be updated November 2 to cover purchases of popular toys and holiday turkeys and hams.

The company is offering a new Search My Store app to help shoppers locate certain items within a store. The app can direct customers to nearly any item carried in a Walmart store and see the item’s availability at that store, its aisle location, ratings and reviews. The app is available on Android devices, and the company says it expects an iPhone version to be available by mid-November.

Starting November 7, children and parents can build a Toy Wish List for Santa by adding their favorite toys directly from Walmart’s digital Toy Book. Wish lists can be shared on Facebook and in e-mail with friends and family.

Walmart is introducing a Holiday Hub this year, aimed at providing holiday inspiration to customers by sharing how-to videos, product demos, seasonal recipes and other tips across multiple platforms, including Walmart.com, Pinterest and YouTube.

"We are taking care of our customers today and all season long no matter how they shop, whether in our stores, online or on their mobile devices," says Fernando Madeira, president and chief executive officer at Walmart.com U.S.