Target is keeping its doors open until midnight at more than half of its U.S. stores in an effort to attract night-owl shoppers after a challenging year.
The chain’s 1,800 U.S. stores typically closed at 10 p.m. on weekdays and Saturdays, and at 9 p.m. on Sundays, but the new hours will keep many stores open until midnight on weekdays, the Wall Street Journal reports.
Target is betting that the 0.3% of people that a Labor Department survey found shop at 10 p.m. will be attracted to its open locations, and give the chain an advantage in its battle against online retailers.
The company has been cutting prices to woo customers, and recently cut its outlook for the year as it loses traffic and U.S. same-store sales.
Walmart keeps 70% of its stores open 24 hours a day.