Best Buy has joined the ranks of other stores upping the ante by opening their doors at midnight this Black Friday.
However, Best Buy CEO Brian Dunn was reluctant to move the time forward, according to TwinCities.com.
"I feel terrible because it impacts," said Dunn. "It'll change some Thanksgiving plans for some of our employees.”
Dunn had wanted to open at a more “civilized hour” like 3 or 4 a.m., but after stores like Macy’s, Kohl’s and Target announced their midnight opening he said:
“We made a decision at Best Buy that we need to be where our customers are.”
"I know that the decision has been a bit controversial with some of our folks. But the truth of the matter is, the customers will be out there, lined up, for that midnight opening," Dunn added.
Best Buy is also offering free shipping on most deals for two months before Christmas, including same-day pickup for people who buy their items online.
Kohl’s, also opening its doors at 12 a.m., has leaked its 64-page ad in anticipation of the Black Friday sales. The store is offering $15 in Kohl’s cash for every $50 spent – a new initiative for the business.
Additionally, customers will find deals such as 55 to 60 percent off the entire stock of Sonoma Life and Style Ottomans.
Macy’s and Target will also open at midnight and give consumers the chance to get their holiday shopping done the night of Thanksgiving, instead of waking at 4 a.m. and waiting in long lines during the early morning hours.
Black Friday, the day after Thanksgiving, has become one of the busiest shopping days for both consumers and businesses. Many people wake up at the crack of dawn in hopes of snagging electronics and other hot ticket items at a discounted price.