The early start time is a whole three hours earlier than JC Penney opened up last year on Thanksgiving—and an hour earlier than its closest competitors (Kohl's, Macy's and Sears) will be opening.
But the power play is perhaps no surprise. After all, the retail giant has been fighting truly dismal sales these last few years, and has tried to overhaul its pricing and sales strategy in an effort to win customers back. The 5 p.m. start time may be just what they need to jump-start their holiday sales and give them a leg up on their better-performing partners.
Ahh ... remember the days when Black Friday was actually on Friday? Us, too. But it looks like we can kiss those days good-bye.
What do you think of the 5 p.m. start time? Will you be there?