Joining what's expected to be a stream of retailers making Thanksgiving a bigger holiday shopping start, Macy's reportedly alerted associates that stores would be opening at 6 p.m. on Thanksgiving Day and sought volunteers to work.
"After careful consideration, we have decided to open at 6:00 PM (local time) on Thanksgiving," according to the e-mail sent last week to associates according to multiple media outlets. "Although this was not an easy decision, due to competitive pressure, we feel it is the right one for our customers and our company. There is no question that our customers are eager to begin their holiday shopping on Thanksgiving Day."
Macy's declined to comment on the reports. Most retailers aren't expected to announce Black Friday weekend hours until late October or November.
Last year, Macy's opened 750 of its 800 stores at 8 p.m. on Thanksgiving, the first time the department store operator opened on Turkey Day. In 2011, it opened at midnight on Black Friday, pulling back from a 5:00 a.m. opening.
Kohl's, Target and Sears in similar moves last year moved up their Black Friday weekend starts to 8 p.m. on Thanksgiving. Toys "R" Us began opening on Thanksgiving in 2010 and Walmart in 2011. Kmart opened at 6 a.m. on Thanksgiving last year.
The Thanksgiving opening trend promises to lead to another string of stories lamenting associates having to miss Thanksgiving dinner.
Last year, the earlier openings supported record Black Friday weekend sales, although sales slowed in the following weeks to lead to a disappointing holiday season for many chains overall.
- A number of holiday forecasts arrived last week predicting a pickup in holiday spending this year. The Accenture Holiday Shopping Survey found consumer enthusiasm for Black Friday shopping has reached its highest level in eight years. Of those consumers planning to shop on the holiday, 47 percent said that they will be shopping in a physical store between 6:00 p.m. Thanksgiving Day and 5:00 a.m. on Black Friday. Forty-five percent planned to shop on Thanksgiving Day, up from 38 percent in 2013.
- Macy's may be breaking with this Thanksgiving tradition - Cincinnati Business Courier
- Macy's tells employees to brace for 6 p.m. Thanksgiving Day opening - WPXI
- Expect Retailers to Open Even Earlier This Thanksgiving - The Wall Street Journal (sub. required)
- Family-Owned Chain Wants to 'Save Thanksgiving' - RetailWire
- Will Anyone Shop at Kmart Before Dawn on Thanksgiving Day? - RetailWire
- Macy's Employees to Work Thanksgiving - RetailWire
- Optimism Shines As National Retail Federation Forecasts Holiday Sales To Increase 4.1% - National Retail Federation
- U.S. Consumers Plan to Increase Holiday Spending This Year, Supported by Greater Optimism about Personal Finances, Accenture Study Finds - Accenture