(WABC/CNN) - For the third year in a row, Toys R Us is opening its doors for 30 straight hours from Thanksgiving Day into Black Friday.
The holiday sale is for most Toys R Us stores, and New York City's Times Square location will stay open even longer.
Opening on Thanksgiving Day has been a tradition for the company since 2009.
However, Thanksgiving Day openings have seen a backlash.
Some shopping centers and chains keep their doors shut to raise employee morale and focus more on Black Friday.
Shoppers are projected to spend more than 1 trillion dollars this holiday season.
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