Target will open stores at 8 p.m. on Thanksgiving Day, an hour earlier than last year, and will keep them open until 11 p.m. Black Friday.
The company said it is making the change in response to competitive pressure and demand from shoppers.
Kathee Tesija, executive VP of merchandising at Target, told The Associated Press that she felt the 8 p.m. time was just right, based on the competitive landscape, and the sentiment among shoppers and its own store staff.
Target will also be offering hundreds of deals online on Thanksgiving morning that will include almost all deals that will be available in the store. In addition, the discounter said it will be feature 15 online-only daily discounts for two weeks beginning Sunday, Nov. 24.