SAN FRANCISCO (KGO) -- Just when it seemed like retailers were reversing the Black Friday trend to open earlier, Macy's announced late Monday that not only will it be open on Thanksgiving, but it will let customers in an hour earlier than last year.
Instead of 6 p.m., Macy's will open at 5 p.m. on Thanksgiving Day, a time when many families won't even have started their turkey dinner.
For many loyal Macy's shoppers, a 5 p.m. opening sounds enticing.
When asked if she thinks he'll be going to Macy's on Thanksgiving Day, customer Nic Goodwin said, "It's possible. Who doesn't love a good sale?"
This will be the fourth year in a row that Macy's will be open on Thanksgiving and the first year it will open at the earlier hour.
Experts say there's not a lot of money to be made, given the steep discounts demanded by customers and the extra pay employees are entitled to.
But consumer psychologist Kit Yarrow said this is Macy's way of gaining an edge any way it can.
"They kind of rest on their laurels so this holiday season, I think they're playing catch up. Which is why they're going through these closures, being open when other retailers are saying, no we're going to close this year," Yarrow said.
Staples, Mall Operator CBL & Associates, and Mall of America are just some of the companies that have decided to close this year.
It's a small victory for former retail worker Tiffani Buchanan, who spearheaded a petition two years ago to keep the malls closed on Thanksgiving.
She's now asking people to boycott the stores that will be open to send a message. "Even people who think they want to shop on that day, I think they'll honestly be appreciative to have that extra time with their family," she said.
Macy's, however, says it's just giving what the customer wants - a jump start to the holiday shopping season.
Macy's now opening earlier this year on Thanksgiving Day