Macy's is kicking off Black Friday on Thanksgiving Day

Macy's black fridayKim Bhasin / Business InsiderBlack Friday shoppers at Macy’s.

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, 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.

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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