On Monday, Target said it was moving its Black Friday sales event to Thursday, November 27.
The company, because of sluggish sales all year long, made the decision to open doors at 6pm on Thanksgiving Day in an aggressive bid to boost holiday sales.
Target isn’t alone in moving Black Friday to Thanksgiving day. The big-box retailer joins 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, reports Time.