Kohl's has announced that it will be going one step further than popular retailers such as Macy's, Target and Toys R' Us on Black Friday by not only opening its doors at midnight, but also keeping the store open for the next 24 hours.
The move not only comes to accommodate the massive flood of shoppers that flock to major retailers every Black Friday looking for the best deals and sales of the season, but also to keep up with the competition, as many stores have drastically expanded their hours this year in the hopes of making the most out the recessed economy. This year will be the first in the company history of Kohl's, Target and Macy's to open at midnight.
"The state of the economy will definitely affect how consumers plan and shop this holiday," said Kevin Mansell, Kohl's chairman, president and chief executive officer in a statement. "We understand they feel pressure to find the best gifts at an incredible value, and that's what we will deliver. From opening our stores at 12 a.m. the day after Thanksgiving - our earliest opening ever - to offering deeper savings opportunities throughout the holidays, we are making shopping easy and even more convenient this holiday season.
The retailer has not released any Black Friday ads as of yet, but they are expected to be leaked sometime next week.
Shoppers either love or hate the midnight openings and extended hours that accompany the chaos and frenzy of Black Friday.
"I love midnight openings," said one consumer. "If movie premieres can do this why can't shoppers? This would be rad. I don't sleep thanksgiving night anyway because of the excitement. Now I can shop all night. Have a survivor breakfast and go home to sleep before the normal shoppers even get a taste of the experience. I make so many "friends" on these types of experiences."
However, another shopper said, "The morons that like the stores being open this time of night are taking the sanctity out of the holidays. Think about all of the poor working people you are taking away from their families during the holidays so you can buy cheap, disposable junk made in China. This is ridiculous, and just a sad sign of our consumption and disposable society."