Intensifying the pre-Christmas retail wars, Kohl's has announced that it will be open 24 hours for four days straight leading up to Christmas – a 100-hour run beginning Friday, Dec. 20 through 6 p.m. on Christmas Eve.
As the Milwaukee Business Journal noted, "Midnight shopping is no longer just for Black Friday."
It's the first such 100-hour stretch for the Wisconsin-based department store chain. Most of its 1,158 stores in 49 states will take part in the experiment, although local ordinances require some of the outlets to close during overnight hours, the Milwaukee Journal-Sentinel reported.
Kohl's last month reported it anticipates a sales dip through the key holiday shopping season.
So will the 100-hour gambit work? Reactions are mixed about whether extending holiday shopping hours are worth the bottom-line boost. Sales in brick-and-mortar stores during the four-day Thanksgiving-through-Sunday saw only a slight 1 percent increase to $22.2 billion, despite a number of stores open on Thanksgiving Day this year, according to mall-traffic tracker ShopperTrak, Bloomberg noted.
Reaction from the Twitterverse?