“I just made a promise, and I just wanted to keep it,” said Ms. Brown, 23, as she counted down the hours until the store opened at midnight.
The promise? A laptop computer as a Christmas gift for her 10-year-old sister.
The decision this year by more retail stores to bump up opening times for their traditional Black Friday sales has critics asking whether the so-called “holiday creep” is at the expense of the meaning behind the American holiday. Some stores opened Thanksgiving Day while others moved opening times up to midnight instead of the typical 5 a.m. Friday opening.
“Thanksgiving is the one day where there isn’t the stress of presents and carting things around, and we’re really sitting around the table and being grateful as a nation,” said the Rev. William Byrne, pastor at Saint Peter’s Catholic Church on Capitol Hill. “Businesses seem nervous and want to maximize, but at the expense of luring people away from the one peaceful day on the entire calendar is a great tragedy.”
For Aida Ocana, a 43-year-old medical assistant from Silver Spring, shopping with her aunt at a Hyattsville Kmart on Thanksgiving morning was far more peaceful than the alternative of hitting the mall on Black Friday.
“You can walk around today,” Mrs. Ocana remarked as she glanced down an electronics aisle where a few customers picked through discounted items. “It’s a crazy day tomorrow.”
In 2010, about 10 percent of the 212 million people who went shopping over the Thanksgiving weekend were in stores by midnight Friday, said Kathy Grannis, spokeswoman for the National Retail Federation.
“We expect to see that number grow,” she said this week.
As the Black Friday to Black Thursday shift grows more pervasive, Focus on Family spokeswoman Carrie Gordon Earllwarns that families should remain mindful of the role consumerism plays in their holiday celebrations.
She suggested family members ask themselves: “How are you going to spend that time? Is this nurturing or good connection time, or are we going to the mall and is everyone dispersing?”
While the popularity of having stores open Thanksgiving might be growing among consumers, there has been a pushback among employees.
At two major retailers, Target and Best Buy, employees have launched petitions asking the stores to move their opening times back to 5 a.m. Friday to give them the whole day to spend with their families.