Thanksgiving and Black Friday just weren't enough.
With a string of retailers pushing their sales ever earlier on Thanksgiving Day, Wal-Mart is shifting gears this year by extending its Black Friday discounts through the entire weekend.
Still, that's not to say the retailer will miss out on the Thanksgiving buzz. Wal-Mart will once again kick off its Black Friday deals at 6 p.m. Thursday, in line with competitors such as Target and Sears, and one hour later than Best Buy, Toys R Us and J.C. Penney.
Read MoreA guide to retailers' holiday hours
"Black Friday is no longer about waking up at the crack of dawn to stand in long lines," said Duncan Mac Naughton, chief merchandising officer at Walmart U.S. "It's become a family shopping tradition where everyone shops at some point throughout the weekend."