Call it a Black Friday backlash, but Kmart shoppers aren't going for a company announcement that it is planning to open for business at 6 o'clock on Thanksgiving morning.
The company's Facebook page lit up with criticisms, NPR reported.
"Everybody thinks your executives are horrible people," one wrote.
Another: "This is a message to all Kmart employees! Do not go to work on Thanksgiving Day!"
And the Daily Finance reported that some posters even tried to start a mass boycott of those Kmart stores that did open that early.
But others adopted a more defensive position, saying that employees don't have to work if they don't want to and that some would actually welcome the overtime pay. CNN reported, meanwhile, that Kmart has opened at 6 a.m. on Thanksgiving Day for the past three years but deviated a bit last year by closing at 4 p.m. to let workers go home to eat with family members.
Kmart issued a statement, trying to soften the public relations blow, saying only seasonal employees would be asked to work the holiday hours.
Kmart's media people posted on Facebook: "We understand many associates want to spend time with their families during the holiday. With this in mind, Kmart stores do their very best to staff with seasonal associates and those who are needed to work holidays."
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