Macy’s Goes 24 Hours

Eight stores in New York market, including Herald Square flagship, to rock around the clock in days leading up to Christmas.

Macy’s just bought holiday shoppers in the metro area plenty of extra time, particularly if they're insomniacs.

Beginning on Friday, Dec. 21 at 7 a.m, seven Macy stores, including the Herald Square flagship, will operate around the clock until 6 p.m. on Christmas Eve, Dec. 24. An eighth store, the Queens Center Mall unit, will get a head start, by commencing 24-hour operations on Dec. 20.

In addition to the Macy’s flagship, the six stores commencing nonstop operations on Dec. 21 are Kings Plaza in Brooklyn, Cross County in Yonkers, Staten Island, Roosevelt Field in Long Island, Jersey City, and Macy’s Willowbrook in Wayne, N.J.

“This must be desperation, but you know Macy's did it last year at the Queens Center, so it must have worked,” said one retail consultant who requested anonymity.

“This is not a last-minute decision,” said a Macy’s East spokeswoman, who disputed the notion of the extended hours being a desperation move.

“Something of this magnitude you can’t pull together at the last minute,” she added, citing all the planning required to adequately staff up the stores and provide security, additional merchandise and maintenance. She said the eight stores were chosen because they are all extremely high-traffic locations.

For full coverage, see Friday's issue of WWD.
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