Wal-Mart Stores Inc. said Tuesday that it will start offering its holiday deals in its stores at 6 p.m. on Thanksgiving – two hours earlier than last year.
The world’s largest retailer will stagger holiday deals throughout the night and into “Black Friday,” the day after Thanksgiving that is traditionally the busiest shopping day of the year.
The company also said that it will increase its stock of TVs by 65 percent and double the number of tablet computers for sale that weekend. It’s also bulking up the list of guaranteed popular items that it will sell in designated sections of its store to 21, from three last year.
Wal-Mart is responding to what’s expected to be a fiercely competitive holiday shopping season. Black Friday has traditionally been the official kickoff to the period, but in the last few years, that start has crept into Thanksgiving. This year, stores including Macy’s Inc., J.C. Penney Co. and Kohl’s Corp. are opening for the first time on Thanksgiving evening.
Most of Wal-Mart’s 4,000 U.S. namesake stores are already open 24 hours year-round. But the company is concentrating on offering holiday deals on Thanksgiving.
During a media call Monday, Duncan Mac Naughton, executive vice president and chief merchandising and marketing officer at Wal-Mart’s U.S. namesake division, said the discounter carefully studied the competitive landscape when it decided to start the deals earlier at 6 p.m. Thanksgiving.
“Everyone’s moved up this year so it will be a new dynamic,” Mac Naughton said.