Target on Monday announced its earliest ever Black Friday sale with plans to open doors at 6 p.m. on Thanksgiving Day, in an aggressive bid to boost holiday sales after a year of lackluster earnings and store closures.
The big-box retailer joined a growing list of stores that have pushed their Black Friday openings from post-dinner to pre-dinner hours, including Macy’s, Kohl’s and Sears.
“We know our guests are pulled in a million different directions as the holidays get underway, so we’re helping them save time and money by offering more access to Black Friday deals,” Target said in a statement.
The movement has also triggered a backlash from labor advocates and from competitors that have vowed to keep stores closed during the Thanksgiving holiday, including Coscto, Home Depot and Nordstrom.
More Must-Reads from TIME
- Why Trump’s Message Worked on Latino Men
- What Trump’s Win Could Mean for Housing
- The 100 Must-Read Books of 2024
- Sleep Doctors Share the 1 Tip That’s Changed Their Lives
- Column: Let’s Bring Back Romance
- What It’s Like to Have Long COVID As a Kid
- FX’s Say Nothing Is the Must-Watch Political Thriller of 2024
- Merle Bombardieri Is Helping People Make the Baby Decision
Contact us at letters@time.com