Macy's (NYSE: M) isn't the only store that holiday shoppers will be able to score early shopping deals at this Thanksgiving Day. J.C. Penney (NYSE: JCP) is the latest retailer that has announced its plans to also open at 8 p.m. on Thursday night, looking to get a head start on Black Friday.
J.C. Penney's 1,100 retail locations will be open for 25 hours straight starting 8 p.m. Thursday through 9 p.m. on Friday with limited-time doorbuster deals yet to be announced. Last year, Penney stores didn't open until 6 a.m. on Black Friday, while rivals such as Macy's and Kohl's opened at midnight and Target and Walmart were open by 9 p.m. on Thanksgiving.
"Obviously, we were one of the last to open (last year)," said Tony Bartlett, J.C. Penney's executive vice president of stores told the Associated Press. But he noted this year, "We're all in."
The earlier opening for holiday sales could be an effort to help the retailer make up for a slow third quarter. J.C. Penney stock is currently down 62% year-to-date — a 33-year low — and the chain has also been at the center of rumors about a possible bankruptcy in recent weeks.
While brick-and-mortar chains are prepping stores for Thanksgiving Day openings, online retailers are also making their holiday plans early. A newly released Shop.org eHoliday survey indicates that 51 percent of respondents are planning to launch their holiday promotions before Halloween. Among the top outlets for online promotions will be social media and mobile marketing, including email optimization and smartphone paid search campaigns.
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