Target will no longer open its stores on Thanksgiving Day, making permanent a shift to the unofficial start of the holiday season that was suspended during the pandemic.
A Target store is shown in Philadelphia on Wednesday, Nov. 17, 2021. Target says having its stores closed on Thanksgiving will be the new normal, permanently ending a tradition that it embraced for years. The move, announced Monday, Nov. 22, 2021, comes as the Minneapolis-based discounter and other retailers including Walmart and Macy's will be closed for the second Thanksgiving in a row.
To limit crowds in stores, retailers last year were forced to turn what had become a weekend shopping blitz into an extended event, with big holiday discounts beginning as early as October.U.S. holiday sales last November and December rose 8.2% in 2020 from the previous year, according to The National Retail Federation, the nation’s largest retail trade group. The trade group predicts 2021 could shatter that record, growing between 8.5% and 10.5%.
“With all these online shopping opportunities, is it really necessary to open on Thanksgiving?” Perkins said. Target said that distribution and call centers will have some staff on Thanksgiving, and they will collect holiday pay. But the shift seemed to merely cannibalize Black Friday sale, with big crowds showing up for door buster deals on Thanksgiving. The shopping event was diluted further when stores began marketing Black Friday deals for the entire holiday week and then later for the entire month of November.
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