Saving Thanksgiving from Black Friday

For some stores, this Thanksgiving is about turkeys, not TVs. A growing list of major outlets including Home Depot, Nordstrom, H&M, Staples and T.J. Maxx are opting out of the madness and closing their stores on the holiday. Here’s why:

CUSTOMERS ARE PUSHING BACK

Consumers are tired of the Black Friday buildup, which has spilled into Thanksgiving Day, cutting into family time. If they do go deal hunting, it will likely be from the comforts of home, according to PricewaterhouseCoopers, which estimates 80% of shoppers will shop online on Thanksgiving.

IT’S NOT LUCRATIVE

Profit margins can already be thin, given the deeply discounted merchandise. Opening on Thanksgiving, when so few shoppers are in stores, can be an additional burden for brick-and-mortar retailers, which still have to hire staff and security.

EMPLOYEES ARE HAPPIER

Some retailers are looking to boost employee morale by keeping stores closed. A Staples executive said that workers should “enjoy Thanksgiving their own way,” while outdoor retailer REI, which took the additional step of closing on Black Friday, encouraged its staff and customers to spend the time outdoors and share their day on social media using the hashtag #OptOutside.

–EMILY BARONE