It's keeping up with the Joneses, retail edition.
Toys R Us says its stores will be open for 88 straight hours in the days leading up to Christmas, following in the footsteps of other retailers opening for shop-til-you-drop marathons to woo procrastinating consumers.
The retail marathon will start at 6 a.m. on Dec. 21 and conclude at 10 p.m. on Christmas Eve.
Troy Rice, executive vice president of stores and services, said the extended hours will allow people to shop "whenever it is convenient to them."
“By extending our shopping hours in the days leading up to Christmas, customers can take advantage of around-the-clock shopping at Toys R Us stores nationwide for all of their gift-giving needs,” Rice said.
Toys R Us said it will roll out discounts starting Sunday including buy one, get one half off on some popular items such as Nerf toys plus free gift cards to go with certain purchases. The retailer said its price match guarantee will remain in place.
The move is the latest in an industry trend toward extended hours to woo gift buyers as competition sharpens in the days before Christmas. Macy's last week announced most of its stores would welcome shoppers for 48 hours straight on the weekend before Christmas.
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