By Michelle Graff
New York--More than 30 Macy’s stores in cities across the country will stay open 24 hours a day for four days in a row, beginning this Friday and continuing until Christmas Eve, the retailer announced Wednesday.

On Dec. 20, 37 Macy’s locations will stay open non-stop until Dec. 24 at 6 p.m.

The retailer said staying open 24 hours in the last days leading up to Christmas is a customer service initiative that was first implemented in 2006 at its Queens Center store in Rego Park, N.Y. The extended hours not only make the curtailed holiday season less hectic but offer shoppers smaller crowds and shorter lines, the company said.

Among the stores staying open overnight are Macy’s Herald Square in New York, Union Square in San Francisco, State Street in Chicago and Cherry Hill in Philadelphia. A full list can be found on the Macy’s website.

Macy’s said that during this time, its stores are staffed by associates who “volunteer to work the overnight and extended-hour shifts.”

In addition to the 24-hour stores, mostly all Macy’s nationwide will offer extended hours, staying open until 2 a.m. from Dec. 20 to Dec. 23.

Peter Sachse, chief stores officer for Macy’s Inc., said staying open 24 hours has become a holiday tradition on which last-minute gift givers depend.

“Our customers … love that our stores stay open providing them with the convenience of late-night or early-morning hours so that they can shop when they choose,” he said.

Macy’s is not the only major retailer extending its hours to help last minute-shoppers; Kohl’s announced earlier this month that it would keep its doors open continually beginning at 6 a.m. on Friday to 6 p.m. on Dec. 24.

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