In a bid to give shoppers more time to scoop up holiday gifts while dangling the carrot of shorter lines and fewer crowds, Macy’s (M) will once again keep select stores open for 24-hours for a three-day buying bender.
Starting at 7 a.m. on Wednesday, Dec. 21, 14 Macy’s stores, mostly on the East Coast and in the Midwest, will stay open for 83 hours straight until Christmas Eve on Saturday, Dec. 24 at 6 p.m.
The department store chain — which started the 24-hour holiday sales in 2006 — will keep an additional 27 stores open until 2 a.m. on those same three nights, 18 more than in 2010.
Macy’s move to keep more stores open later during the homestretch of the shopping blitz comes on the heels of a holiday selling season that started earlier than ever.
For the first time, Macy’s, along with chains such as Target (TGT), Best Buy (BBY) and Kohl’s (KSS), opened at midnight on Black Friday, the official kickoff to the holiday shopping season, to whip consumers into a buying mood early with the hopes of generating more sales.