Fighting the crowds to save $10 on Christmas presents on Thanksgiving day will no longer be a thing at Target after the retailer announced its stores will be closed on the holiday permanently.
The retailer made the shift last year with the pandemic to limit the number of people in stores and instead opted for a weekend-long shopping event.
Even with stores closed on Thanksgiving, last year's holiday sales in the U.S. rose 8.9% in 2020, according to The National Retail Federation. The group is predicting this year to shatter that record with growth between 8.5% and 10.5%.
Americans seemed to like the new strategy as it eased back on the stress that shoppers face, with a broader timespan eliminating the rush for specific deals, The Associated Press reported.
The company announced the store's new holiday shutdown policy in a note to employees from Target CEO Brian Cornell.
"What started as a temporary measure driven by the pandemic is now our new standard — one that recognizes our ability to deliver on our guests' holiday wishes both within and well beyond store hours," Cornell wrote.
With Target continuing to see growth and healthy sales throughout the last year, other retailers could soon follow suit, putting an end to the tradition.
Some distribution and call centers will be staffed on Thanksgiving; however, Target said that stores would remain closed.
The tradition of opening on Thanksgiving started a decade ago as retailers looked for a new way to kick off Black Friday sales. Many companies did so to compete with online threats from Amazon.com and other digital sellers.
Critics called out retailers for the decision to prioritize sales and profits over their employees being able to spend time with family during the holiday.
Now the new standard will allow employees to take time off and be with their family, instead of doing crowd control for people hunting PS5s and other hot products.