Macy's will open up its doors at midnight on this year's Black for the first time in the store's 153-year history.
The stores will be open for 23 hours straight and close their doors at 11 p.m. Last year, only eight Macy's stores opened at midnight, the rest opened at 4 a.m.
Martine Reardon, Macy's executive vice president, said the stores that opened at midnight saw success.
Macy's became the latest retailer to announce a midnight opening for Black Friday. Kohl's, Target, and Toys R Us will also open at 12 a.m.
"People want to shop through the night," Reardon told the Associated Press. She said the change was made due to requests from customers.
The store will also have special deals and discounts on the day.
"Macy's Black Friday specials offer customers extraordinary savings on this season's most sought-after gifts,” said CEO Terry Lundgren.
Reardon said some of those deals would be 40 percent off coffee makers, teakettles, and expresso makers. The store is also discounting rampage boots from $59.99 to $19.99 and will offer a $65 Justin Bieber limited-edition fragrance set that comes with a copy of the pop star's new holiday album.
Retailers have extended their Black Friday hours each year, according to an AP report. The report also said that stores are trying to gain an edge over their competition by promoting deals weeks before the day.
Just a few years ago, stores would conceal their Black Friday deals from customers.
Bloomingdale's, which is owned by Macy's Inc., will open its doors at 8 a.m. this year. The store usually opens at 10 a.m.
There are over 800 Macy's in 45 states. The chain also has stores in Puerto Rico and Guam.