This year's Black Friday probably won't be the most lucrative for big American retailers—but for some, it will be the longest. For the first time, Macy's and Target are planning to open their doors and kick off the holiday shopping season at midnight on Thanksgiving night, where local laws allow. Macy's usually opens its door at 4am on Black Friday and other retailers are expected to nudge their hours up in response.
"In dollars and cents, it probably gives the retailers that are opening extra early another fraction of a day's sales," an analyst tells the Wall Street Journal. "But it does engender publicity, and in this environment, that is very valuable."