Macy's is kicking off Black Friday on Thanksgiving Day


For the second year in a row, Macy's is opening its doors at 5 p.m. on Thanksgiving Day for Black Friday sales. 

Macy's plans to kick off Black Friday sales at 5 p.m. on Thanksgiving, BestBlackFriday.com reported. 

Last year, most Macy's stores were open from 5 p.m. on Thanksgiving Day to 2 a.m. the following day, then reopened at 6 a.m. on Black Friday. Some stores stayed open for 29 hours straight — from 5 p.m. on Thanksgiving to 10 p.m. on Black Friday. 

Macy's did not immediately respond to Business Insider's request for comment on its 2017 Black Friday hours. We will update this post as more information becomes available. 

Macy's opened on Thanksgiving Day for the first time in 2013. The 5 p.m. opening time in 2016 marked the retailer's earliest Black Friday kickoff in history. 

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2016 Black Friday Madness
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2016 Black Friday Madness
A woman carries purchases across 34th Street during Black Friday sales in Manhattan, New York, U.S., November 25, 2016. REUTERS/Andrew Kelly
A woman sits in Herald Square with bags of shopping during Black Friday sales in Manhattan, New York, U.S., November 25, 2016. REUTERS/Andrew Kelly
A man carries a television across 6th Avenue during Black Friday sales in Manhattan, New York, U.S., November 25, 2016. REUTERS/Andrew Kelly
People wait with purchases at Macy's Herald Square during the Black Friday sales in Manhattan, New York, U.S., November 25, 2016. REUTERS/Andrew Kelly
People look at a rack of handbags during early Black Friday sales at Macy's Herald Square in Manhattan, New York, U.S., November 24, 2016. REUTERS/Andrew Kelly
NEW YORK, NY - NOVEMBER 25: Shoppers walk inside a Macy's store during Black Friday events on November 25, 2016 in New York City. The day after Thanksgiving, called Black Friday, is typically the biggest shopping day of the year in the United States. (Photo by Eduardo Munoz Alvarez/Getty Images)
MADRID, SPAIN - NOVEMBER 25: Members of the group 'Ecologists in Action' hold a street performance to protest against the allegedly overtly consumerist nature of Black Friday on November 25, 2016 in downtown Madrid, Spain. Originating in the USA as a sales day following the Thanksgiving holiday, 'Black Friday' is becoming an increasingly popular shopping day with consumers looking for bargains in Spain ahead of the traditional Christmas shopping period. (Photo by Denis Doyle/Getty Images)
Shoppers walk past retail stores on Oxford Street, on 'Black Friday' in London, on November 25, 2016. Black Friday is a sales offer originating from the US where retailers slash prices on the day after the Thanksgiving holiday. In the UK it is used as a marketing device to entice Christmas shoppers with the discounts at stores often lasting for a week. / AFP / Justin TALLIS (Photo credit should read JUSTIN TALLIS/AFP/Getty Images)
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Retailers such as Macy's, Walmart, and Kohl's have come under fire in recent years for kicking off their Black Friday sales on Thanksgiving. At the same time, fewer shoppers are actually showing up in stores on Black Friday, as more people are making their purchases online. 

"Ultimately, consumers really want convenience and they want to get their item and get out of the store quickly," Josh Elman, a consumer and retail analyst with Nasdaq Advisory Services, told Business Insider. "They don't want to wait in long lines, they don't want to wait for a store to open anymore."

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