JCPenney is opening earlier for Black Friday than almost any other retailer in the business

    JCPenney is opening at 2 p.m. on Thanksgiving Day and will stay open until 10 p.m. on Black Friday. The 2 p.m. start time is an earlier kick-off than that of any other retailer that has announced Black Friday sales so far in 2017.

JCPenney stores are opening even earlier this year for Black Friday sales.

The retailer will open at 2 p.m. on Thanksgiving Day and stay open for 32 hours straight, until 10 p.m. on Black Friday, the Dallas Times reported. That’s 32 hours straight of Black Friday sales in stores.

For comparison, Target announced on Monday it would open at 6 p.m. on Thanksgiving Day. It said it would then close at midnight, reopening at 6 a.m. on Black Friday.

Last year, JCPenney opened at 3 p.m. on Thanksgiving and stayed open until 10 p.m. on Black Friday.

The holiday shopping season will be crucial for the struggling retailer this year. In late October, the company significantly cut third-quarter forecasts. And, earlier in 2017, JCPenney announced plans to close 138 stores.