"On Thanksgiving Day, Black Friday and any of their shopping trips, customers can take advantage of the everyday ad match policy* available at Walmart stores. If a customer spots a lower price on an advertised item, and comes into a Walmart store during the same day and time that the competitor’s ad is valid, Walmart will match the price at the register." "Christmas Ad Match" is the term they're using regarding adjusting prices on items you have already purchased when you find a lower price. They're saying that, on BF, they will not give the difference back for items you've already purchased prior to that day. They WILL, however, price match items you are buying THAT DAY...during the times the prices are valid in the competitors ad. Basically, no adjustments on prior purchases with Black Friday ads.