The retail domino effect continues as Best Buy joins an increasingly long list of retailers saying they will begin their Black Friday deals on Thanksgiving.
The consumer electronics retailer announced Friday it plans to kick off its Black Friday deals at 6 p.m. local time on Thanksgiving evening. Its stores will stay open for deal-seeking shoppers until 10 p.m. local time the next day, a full 28 hours later. This is the first year it's opened on Thanksgiving.
"Last year, millions of people made it clear that they wanted to shop on Thanksgiving evening," the company said in a release. "Given this trend, the company designed this year's holiday plan with a variety of shopping options, including multiple doorbuster deals throughout the night on Thanksgiving and into the morning on Black Friday."
(Read more: Is Black Friday dead?
The strategy appears to be working in getting shoppers out to the stores. More than 35 million people turned up at stores on Thanksgiving last year, up 22 percent from 2011 and 58 percent from 2010, according to the National Retail Federation.
(Read more: Americans tapped out as holidays approach)
The early opening times come as retailers face several challenges this season, including slumping consumer confidence; a low employment participation rate; and the shortest holiday calendar since 2002, with one less weekend.
—By CNBC's Katie Little. Follow her on Twitter @KatieLittle