Snappy newsletters. Simple Facebook sharing. Spirited comments. Sweet features are waiting… GET THEM NOW!

Stores Turn Black Friday Into Black Midnight

Target, Macy's kicking off holiday shopping season earlier than ever

By Rob Quinn, Newser Staff

Posted Nov 1, 2011 1:00 AM CDT

(Newser) – 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."

Shoppers stand outside Macy's San Francisco store on Black Friday. (Getty Images)

« Prev« Prev | Next »Next » Slideshow

CLICK BELOW TO VOTE

15%

51%

21%

To report an error on this story, notify our editors.

More Newser Stories

Target Worker Fights 'Black Midnight' Hours

Shifts start at 11pm on Thanksgiving, to employees' dismay

(NEWSER) - If you rolled your eyes at the news that some stores are opening at midnight on Black Friday, imagine how the employees of those stores feel. Target parking attendant Anthony Hardwick says that for his Black Friday shift—which starts at 11pm on Thursday—he’ll “have to go to bed in the early afternoon on Thanksgiving to go in and work 10 hours." So he started a Change.org petition asking Target to “save Thanksgiving” by opening at 5am instead. More»

Yep, 'Black Midnight' Worked

Analysts say earlier hours could become the norm

(NEWSER) - Despite outcry and even protests beforehand, it appears the strategy of opening as early as 10pm Thursday night worked for Black Friday retailers, meaning “ Black Midnight ” or even “ Black Thursday ” will likely become the norm. The Los Angeles Times reports that Toys R Us, Sears, and Target all reported longer lines than usual, and at least one mall also experienced significantly better traffic. Early estimates show sales increased 10% to 14%, the AP reports, and retail analysts agree sales are likely up from last year. “After seeing what I saw last night I can't imagine that this is going to be a one year only shot,” says one. More»

Forget Black Midnight: Now It's Black Thursday

And analysts warn more stores will jump on the bandwagon

(NEWSER) - Black Friday became “ Black Midnight ” this year—but analysts say it’s actually “Black Thursday,” as many stores are planning to open on Thanksgiving itself. Walmart, Toys R Us, and Kmart are among the chains barely giving customers a chance to digest their turkey dinner before opening their doors. "It's no longer Black Friday, it's going to be Black Thanksgiving from here on out," one analyst tells the Los Angeles Times . A retail strategist says that if this year is a success, Black Thursday is sure to become the norm: "Once you let the cat out of the bag and open early, it's very hard to put it back in." More»

Sales Rise Even Though Shoppers Spend Less

$41.2B weekend total beats 2008 haul by $1.2B

(NEWSER) - Thanksgiving weekend retail sales totaled $41.2 billion, a .5% jump over last year's $41 billion, but the average shopper spent 8% less than in 2008, $343.31 against $372.57. Discounts, especially on electronics and toys, were the overwhelming attraction as cautious consumers pried open their wallets, Bloomberg reports. Retailers "know they have their work cut out for them to keep people coming back through Christmas," said the head of the National Retail Federation. More»

Black Friday Sets $11.4B Record

Consumers shrug off unemployment, pessimism, and spend

(NEWSER) - Holiday shoppers put their economic fears on layaway on Friday, and instead bought and charged their way to a record huge Black Friday, reports Bloomberg . With $11.4 billion spent at retail stores and malls on Friday, spending was up 6.6% from last year, the biggest one-year gain since 2007. “A solid Black Friday suggests the rest of the season should be pretty good,” said one retail expert. “Those who have jobs have been willing to spend.” More»

NEWS FROM OUR PARTNERS

What is Newser?

Face it: there's too much news. At Newser, we choose the most thought-provoking and entertaining stories from hundreds of US and international sources and reduce them to a headline, picture, and two paragraphs. And we do it 24/7—you can come back morning, noon, night (and in between) for something new that matters. Read less, know more.

Learn more »

Partnering with: Slate

View Newser on the mobile website

Stores Turn Black Friday Into Black Midnight

Target, Macy's kicking off holiday shopping season earlier than ever

OTHER STORIES ON OUR RADAR

Macy's • retail sales • Thanksgiving • Target • holiday shopping • Black Friday • Thanksgiving weekend shopping • Black Midnight

MOST POPULAR STORIES

[ By Views ]

[ By Comments ]

More Newser Stories

Target Worker Fights 'Black Midnight' Hours

Shifts start at 11pm on Thanksgiving, to employees' dismay

Yep, 'Black Midnight' Worked

Analysts say earlier hours could become the norm

Forget Black Midnight: Now It's Black Thursday

And analysts warn more stores will jump on the bandwagon

Sales Rise Even Though Shoppers Spend Less

$41.2B weekend total beats 2008 haul by $1.2B

Black Friday Sets $11.4B Record

Consumers shrug off unemployment, pessimism, and spend

About Us

Site

Community

Site Maps

Tools

More News

What is Newser?