Macy’s Inc. says it will open most of its stores for the first time on Thanksgiving, breaking a long-standing tradition for the venerable retailer.
In a release issued late Monday, the Cincinnati chain said it will open its doors at 8 p.m. on that day and will remain open for 24 hours straight until the close of business on Friday, which is usually about 10 p.m.
Last year, the chain opened its doors at midnight right after the holiday. The department store chain cited increasing demand from shoppers for the earlier opening.
The move comes as Macy’s faces growing pressure from rival stores and online merchants who are pushing deals on the holiday. Over the years, stores have been expanding their hours on the day after Thanksgiving to get ahead of the competition, but the kickoff is increasingly happening right after shoppers finish their turkey feast.