(Updates to include information about J.C. Penney)
By Melodie Warner and Karen Talley
J.C. Penney Co. (JCP) will open over 1,100 stores at 6 a.m. on
Black Friday and also offer sales, breaking with its nonpromotional
approach.
"Black Friday is America's greatest shopping tradition and we're
celebrating the occasion with our only sale of the year," said
Chief Executive Ron Johnson. "All day long, customers will find
some of our lowest prices ever."
J.C. Penney is the latest retailer to weigh in with its Black
Friday hours.
Toys 'R' Us Inc. plans to open its stores at 8 p.m. on
Thanksgiving night and Target Corp. (TGT) will open at 9 p.m., as
the two retailers join others that are moving up the launch of
Black Friday deals for the holiday season.
Black Friday, the day after Thanksgiving, was traditionally when
consumers started shopping for holiday gifts. But retailers are
looking for edges and early openings to build enthusiasm and
generate publicity, two things they need in what is shaping up to
be another very hotly contested shopping season.
"Opening at 9 p.m. gives Target's Black Friday guests a more
convenient way to create an after-dinner shopping event that the
entire family can enjoy," said Kathee Tesija, executive vice
president of merchandising at Target.
The big-box retailer said it will also offer additional
doorbusters beginning at 4 a.m. on Black Friday, and Target REDcard
holders will have early access to select Black Friday sale items
online.
Toys 'R' Us said it also plans to offer doorbusters on Black
Friday from 5 a.m. to 10 p.m.
Last month, the toy seller also said it would offer a "Price
Match Guarantee" on all items through Dec. 24.
Meanwhile, Wal-Mart Stores Inc. (WMT), the world's largest
retailer, has said it will start off its holiday specials in the
U.S. at 8 p.m. Thanksgiving Day, from last year's 10 p.m.
opening.
Sears Holdings Corp. (SHLD) also is opening at 8 p.m. on
Thanksgiving and will stay open overnight until 10 p.m. the next
day. Last year, Sears opened at 4 a.m. on Black Friday.
Both Macy's Inc. (M) and Kohl's Corp. (KSS) will open at
midnight on Black Friday, the same as last year. And Amazon.com
Inc. (AMZN) launched its Black Friday deals store Nov. 1, further
demonstrating retailers' increased efforts to get an early start on
attracting holiday shoppers.
Write to Melodie Warner at melodie.warner@dowjones.com
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