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JC Penney to Open the Earliest on Thanksgiving

NEW YORK, NY - AUGUST 29:  The newly opened J.C. Penney store is viewed at the Gateway Center Mall in Brooklyn, the retail company's first Brooklyn store on August 29, 2014 in New York City. The 124,000-square-foot space features murals of Brooklyn landmarks and new designs and logos. In January J.C. Penney announced that they would shutter 33 of its 1,100 stores and cut 2,000 jobs to save $65 million a year. For the second quarter of 2014 the company reported an increase of 6% in comparable store sales.  (Photo by Spencer Platt/Getty Images)
Photograph by Getty Images

In a serious move to one-up the competition, department store retailer JC Penney has declared that they will open even earlier than all their rivals: on Thanksgiving day at 5 p.m. Yep, that's right, Black Thursday shoppers, you can now get your holiday shop on before the turkey's even off the table.

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?

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