"We're providing our customers with extended store hours so they can get the toys their kids want most and complete their holiday shopping when it's convenient for them," said Joe Venezia, senior vice president of store operations for Toys R Us, in a news release.
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The retailer's Times Square location, a mecca for tourists, will keep its doors open for 183 straight hours starting Wednesday at 7 a.m.
Although Toys R Us' extended hours are sure to appease some sleep-deprived parents, they're far less extensive than the marathon openings the company held last year. In 2013, most of its stores were open for 87 straight hours; its Times Square location stayed open for 566 consecutive hours.
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Toys R Us isn't the only retailer to keep its stores open into the wee hours in the lead-up to Christmas. Kohl's announced last week that it would once again keep its store open for more than 100 straight hours, from 6 a.m. Friday through 6 p.m. on Christmas Eve. That's one day more than last year.
Analytics firm ShopperTrak expects Saturday to be the heaviest traffic and top sales day at brick-and-mortar stores. The Monday and Tuesday before Christmas also rank in the top 10 for those two metrics.