Macy's (M) Plans to Open Two Hours Earlier for Black Friday

(Updated - October 14, 2014 2:30 PM EDT)

Macy's (NYSE: M) will open for Black Friday at 6pm on Thanksgiving night, according to CNNMoney.

Many retailers have been opening earlier and earlier over the past few years as they looked to gain a competitive edge from the 2008 - 09 financial crisis and as e-commerce giants continue to press physical retailers on pricing.

Macy's opened at 8pm on Thanksgiving and this year means the stores will be open a full six hours before Black Friday officially begins.

In a prepared statement today, Macy's said, We work diligently to staff Thanksgiving with associates who volunteer to work and doing so means that our people are able to make their own decisions about how they contribute to our most important and busiest weekend of the year ... We also heard last year from many associates who appreciated the opportunity to work on Thanksgiving so they could have time off on Black Friday.

It wasn't made immediately clear when rival retailers would be opening their doors for holiday shopping.

Shares of Macy's are up 3.2 percent.

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