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Macy's Shows Black Friday Openings Were Kid's Stuff

Macy's Herald Square in New York City.
Getty Images
Macy's Herald Square in New York City.

You thought Black Friday openings were aggressive? That was kid stuff.

Macy's announced it will expand its last-minute shopping marathon for those of us who are afflicted with the disease of procrastination.

"For the first time ever, Macy's will keep most stores open around the clock for the last weekend of holiday shopping," the store announced.

Set your alarms as doors will open 7 a.m. on Friday, Dec. 21 and will stay open until Sunday at 7 a.m.

Can't make the 48-hour One Day Sale? No worries. Most stores will remain open until midnight Sunday.

Still not good enough? Fifty seven stores will remain open 24 hours (or for extended hours) until Christmas Eve.

(Read More: Black Thursday? Thanks, but No Thanks: Macy's CEO)

This year's shopping mania hours top the 2011 schedule, when 14 stores were open for 83 hours and 27 additional stores had extended hours until 2 a.m. in the days leading up to Santa's arrival.

The question is: will we have a flashback of the retail "chasing" we experienced during Black Friday? In that case, Wal-Mart announced the earliest Thanksgiving opening at 8 p.m., and then many competitors — such as Target with its 9 p.m. open — chased Wal-Mart's early opening time in the name of market-share preservation.

Employees were outraged and protested — some even aired their grievances on CNBC.

Now that Macy's has "upped the ante" for last-minute shoppers, will it be deja vu?

Stacey Widlitz is the President of SW Retail Advisors Inc. She has worked at UBS, SG Cowen, Fulcrum Partners and in 2005 was one of three analysts to launch the Research Department at Pali Capital, where she covered Retail and Home Video for 5 years.

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