Kohl’s Corporation (NYSE:KSS) is giving their die hard customers an early and unique Holiday gift. According to a report released by the mid-tier retail store on Tuesday, it will have its doors open for the next seven days leading to the Holiday in offering what they termed as an added convenience to holiday shoppers. Experts view this as an attempt by the department store to keep its head afloat in the tough economic condition facing retailers this holiday season.

The holiday is here and businesses are fighting for an edge in the market to make the best of the season.
According to the report, Kohl will have their doors open from 7 a.m. coming Thursday and will remain open for the next 170 hours up to 6 p.m. on this year’s Holiday Eve.

This is not the first time the tier department store has made such a move. Last year, the store had its doors open to shopper for 100 hours. However, this time around, they have added 70 more hours, which only seems to indicate that the retailer is not ready to leave anything to chance this holiday.

The just concluded Black Friday weekend was reportedly one of the best online days for Kohl in their e-commerce presence with high sales on apparels recorded throughout the weekend. The big stride came as a relief to a segment of the retail store that has been hurting with low sales on apparels recorded due to the rising temperatures recorded in the Eastern part of the country, especially during the Thanksgiving holiday.

As per Slice Intelligence, unlike other major e-commerce competitors, including Kohl’s, Wal-Mart Stores, Inc. (NYSE:WMT), and Target Corporation (NYSE:TGT), Amazon.com, Inc.(NASDAQ:AMZN) seems to be having an excellent holiday season, having recorded 36% of all online sales made on Cyber Monday.

However, other major rival stores are putting up a fight with J C Penney Company Inc (NYSE:JCP) opening their stores at 3 p.m. during the Black Friday which was taken to indicate that, the retailer was ready to forego part of their profits all to win a fair share of sales record. Over the last quarter, Kohl saw their sales rise by 1% and thus under pressure to better think outside the box to get the most needed turnaround.

Sources: fortune