Macy's predicting future retail trends by offering last minute holiday hours

Macy’s stores around the country are being loaned out as guinea pigs, testing out what will likely become a national trend of major retailers staying open over nights leading up to Christmas Eve. It is unclear in Macy’s flagship store on New York’s Herald Square, shown in this photo, will remain open for the promotion this year. (Photo by Paul Aloe on Flickr)

 

Macy’s stores around the country are being loaned out as guinea pigs this holiday season. Macy’s is testing out what will likely become a national trend of major retailers staying open over nights leading up to Christmas Eve. 

Late last week, Macy’s department store announced plans to extend its annual one day sale an extra 24-hours. Macy’s — the second largest retailer in the United States — has been running a last-minute shopping marathon since 2006 in one form or another. But this year select stores will be open for 48-hours leading up to Christmas Eve. This will be a among the largest last minute shopping initiatives ever take on by a major retailer.

But, as Bloomberg Businessweek point out, if this experiment goes well for Macy’s other retailers are sure to follow suit next year.

“For the first time ever, Macy’s will keep most stores open around the clock for the last weekend of holiday shopping, an expansion of our successful marathon that began at select stores in 2006,” Macy’s Chief Stores Officer Peter Sachse said in a statement quoted by RetailWire. “We hope to make it easy for our customers across the country to finish their shopping at any time of day or night, and with the benefit of the great deals and value they count on from our One Day Sale events.”

RetailWire notes that Macy’s move is effectively, “raising the bar for other retailers.” Macy’s operates approximately 800 stores. Most of those stores will open at 7 a.m. on Friday, December 21st and stay open until 7 a.m. on Sunday the 23rd. Then 57 of those stores will remain open through the day. A lucky 34 Macy’s stores will then continue selling goods until 2 a.m. on Christmas Eve.

This holiday season has already seen unprecedented efforts to get shoppers out and buying with many retailers opening on Thanksgiving day. The pre-Black Friday efforts were about savings, where the last minute nigh hours are for the sake of convenience. Night and holiday hours are thought to appeal to people with demanding jobs and people who may be waiting until they get holiday bonuses to shop.

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