Black Friday is going to be "huge" as consumers seek out bargains, Gerald Storch, CEO of Toys R Us, predicted on CNBC's "Squawk Box" on Wednesday.
Like many other retailers including Wal-Mart and Target, Toys R Us, the world's largest toy retailer, will throw open its doors on Thanksgiving evening. This year stores will open at 8 p.m., an hour earlier than they opened in 2011.
"We serve families with young children and they think it's a good idea to go out at a reasonable hour like 8 or 9 p.m. instead of getting up in the middle of the night and trying to sneak out of the house," Storch said.
He's predicting a spectacular "Black Friday" overall as American consumers shop for deals. (Read More: Hot Holiday Toys — Even Santa Needs a Reservation.)
"Clearly, Thanksgiving crept up on people," he said. The early Thanksgiving means there a greater number of days between Thanksgiving and Christmas this year than in past years
While that's a generally good for sales, it tends to make it later season, Storch noted.
"But what we've been seeing the last few days suggests that Black Friday is just going to be huge," he added. "All the surveys that have come out have said more people are going to shop Black Friday than ever before."
Storch said Toys R Us has already sold a significant number and "it's a lot more than we originally started out planning to make."
-By Justin Menza, CNBC News Writer
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