Target’s stores will no longer open on the U.S. Thanksgiving holiday. Last year, as a crowd-control measure during the pandemic, the retailer replaced its Black Friday event with an extended sales season starting in October. It has proven popular with shoppers.
“What started as a temporary measure driven by the pandemic is now our new standard—one that recognizes our ability to deliver on our guests’ holiday wishes both within and well beyond store hours,” CEO Brian Cornell wrote to employees.
Target first began opening its stores on Thanksgiving a decade ago, as part of a trend of retailers moving to start the Black Friday rush a day early.