Walmart plans to open its doors and start sales even earlier this Black Friday, with some deals starting at 10 p.m. on Thanksgiving Day.
The move to start sales earlier is part of a nationwide trend with large retailers, many of which are opening at midnight on Black Friday.
"Our customers told us they would rather stay up late to shop than get up early, so we're going to hold special events on Thanksgiving and Black Friday," said Duncan Mac Naughton, Walmart's chief merchandising officer in the United States, in a statement.
The sales will be staggered throughout the two days, according to reports.
Toys, home and apparel items will go on sale at 10 p.m. on Thanksgiving. Customers can buy discounted electronics when the items go on sale at midnight. All store items will be available for purchase at 8 a.m. on Black Friday.
Walmart is offering online-specific deals throughout the entire day on Thanksgiving, including sales on electronics, according to reports.
Customers can buy 46-inch HDTV sets for less than $400. Blu-ray players will be sold for less than $20. Different shipping options will also extend the savings, according to store officials.
Walmart also recently updated its apps for the iPad and iPhone to help consumers shop more efficiently this holiday season.
The app allows shoppers to scan bar codes and QR codes, according to reports. Customers can also make voice-activated shopping lists that will automatically search for coupons on specific items.
“We look at this as a great opportunity to help our customers shop better with Walmart and have a much more convenient way to access our low prices,” said Gibu Thomas, Walmart’s senior vice president of mobile and digital, to The Washington Post.
Mobile sales accounted for roughly 10 percent of U.S. retailers’ sales in October, according to reports. Analysts expect that number to jump to more than 50 percent by the end of the year.