The traditional 9 to 5 has changed for most people, so retailers are getting on board by using deep discounts and extended hours to lure customers in. They say it's all about convenience for shoppers, even if it means the best bang for their buck is in the wee hours of the morning.
With only four days to go before Christmas, retailers like Macy's are pulling out all the stops to get bargain hunters and procrastinating shoppers through their doors.
The online coupon site RetailMeNot shows that more than 30 percent of holiday shoppers are waiting for last minute deals to make big purchases.
The Macy's at Bayfair Center in San Leandro opened at 7 a.m. and will stay open through Sunday, "I think it's about people having different schedules," Bayfair Center spokesperson Heath McCue said. He says the last big shopping weekend has routinely appealed to retailers and shoppers and being open through the night seems like a natural step, "People are on different work schedules, busy lives, kids, family. This gives them the opportunity to come shop when they need to."
This idea is particularly appealing to holiday shopper Marilyn Martin, "It is safer. It's safer at 2 and 3 o'clock in the morning than it is at 6 o'clock in the evening."
"Location, location, location," pop-up vendor Samantha Wall said. Wall works for Unlimited Fashion retailer. She says Macy's extended hours makes good dollars and cents, "More traffic, more people," Wall said. "People want to come out because the hours are convenient for them. Convenience is important."
An added bonus to those who shop at Bayfair Center -- Arroyo High School is having a fundraiser, they'll be wrapping gifts through Christmas Eve.
Other Bay Area shopping centers will have extended hours as well, meaning that many shoppers may be browsing for long johns and scarves before they've had their first cup of coffee.