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Black Midnight: Black Friday begins at midnight for big retailers this year

Published November 8, 2011

BY STEPHANIE COSBY, News Editor

Avid Black Friday shoppers will get earlier access to the year’s biggest deals as Macy’s, Kohl’s, Target, and Best Buy have announced they will open at the stroke of midnight on Friday, November 25.

The Washington D.C. based National Retail Federation expects a 2.8% increase in sales from last year, which is lower than the 5.2% retailers saw last year. Many consumer researchers say retailers are opening earlier in order to capture a wider share of this lukewarm market.

Researchers and retailers also suspect that consumers are more likely to fight the crowds at midnight, after they have already been awake all day, rather than waking up in the early morning to shop.

Walmart is one of the last superstores that has not announced a midnight opening. While Walmart executives have not disclosed their plans yet, the Wall Street Journal says they usually wait until 5 a.m. the day after Thanksgiving to unleash their biggest sales.

Toys-R-Us opened at 10 p.m. last year but executives have not announced whether they will do the same this year. Sears and the Gap are expected to be open on Thanksgiving Day.