That’s Walmart CEO Mike Duke serving up the latest in Black Friday surprises: a plan to start sales at 8 p.m. Thanksgiving Day, which would interrupt the national holiday for the retailer’s 1.2 million employees. (AP)
It’s a threat to God, America and pumpkin pie.
That’s what some critics are saying about Walmart’s decision yesterday to kick off its “Black Friday” sales this year at 8 p.m. — on Thanksgiving Day.
That’s two hours earlier than last year.
Desperate to prop up its sagging sales, the world’s biggest retailer is calling employees to launch its annual holiday shopping bonanza earlier than ever — even before they’ve digested their turkey dinners.
“A few people are just making plans to have Thanksgiving [dinner] over the weekend — they can’t even do it on the actual holiday,” says Mary Pat Tifft, a 24-year Walmart employee in Kenosha, Wis., whose son Troy will be visiting from a military base in Afghanistan for the first time in two years.
Industry experts say retailers’ gradual invasion of Thanksgiving is a trend that will likely continue, as stores face increasing pressure from Wall Street to boost sales during the crucial post-Thanksgiving weekend.
“I’m just hoping this doesn’t get to be an all-day thing,” says Britt Beemer of America’s Research Group, a retail consulting firm.
Retail chains including Macy’s, Best Buy and Kohl’s will open their doors at midnight on Black Friday, a move that helped boost sales in 2011 after years of staging early-bird specials in the hours just before dawn.
Like Walmart, Sears department stores this year will open at 8 p.m. on Turkey Day, according to a company spokeswoman.
Last year, Sears stores launched their events at 4 a.m. on Friday.
Starting Black Friday sales on Thursday isn’t without its risks.
Target drew well-publicized protests last year when it decided on a midnight start for Black Friday in 2011. The “cheap chic” discounter hasn’t yet announced when doors will open for Black Friday this year.
In February, JCPenney CEO Ron Johnson signaled he was sick and tired of the Black Friday arms race. He said last year’s 4 a.m. opening was too early and hinted that this year’s would be later.
Penney hasn’t yet announced this year’s Black Friday strategy.
Last month, Walmart workers in California, Florida, Texas and Virginia staged strikes and walkouts to protest working conditions, including increasingly inflexible and unpredictable work schedules. Similar protests are expected in the coming weeks, according to sources close to the situation.
Nevertheless, Walmart’s customer traffic was highest in the hour following last year’s doorbuster event at 10 p.m. Thanksgiving, according to Steven Restivo, a company spokesman.
“Historically, much of our Black Friday preparations have been done on Thanksgiving, which is not unusual in the retail industry,” Restivo added. “We appreciate our associates for everything they do to serve our customers during this busy shopping season.”