Then why bother with the set up?
I don't understand why they would reject a sale, or prevent customers from purchasing their goods. If someone shows up, wants to purchase something, and they get told 'You can't buy this now', that's pretty lame. Especially during the whole Thursday 6pm sale, one less person to deal with is a good thing right?
You're looking at it from the wrong angle. From a retail perspective this is the best way of doing it in store. If you designate a time, then at least you cannot be mad if the earlier bird gets the worm because there is a uniform start time.
This is retails last possible way to preserve the holiday. I still believe the holiday will be a thing of the past within the next 3-5 years though as everyone starts earlier and earlier. Companies that are taking a stand now will eventually have to cave. That's the reality of the situation.
Sorry for the grim reality check, but as a person that runs a business in a mall this has been trending the past few years. I used to get Thanksgiving off, but we had to get with the times. It is a consumer driven "holiday" and I do use that word very loosely. Cherish it while you can.
Just don't be one of those hypocrites that say retailers should close for the holiday, and then turn around and camp out to shop. It's because of those people that has eroded Thanksgiving.
My Walmart pulled all the sale games and high value electronics. I went in only looking for Jurasssic World, but it is in its designated section. No dice there. I did get a copy of Kingsmen that was still on the shelf. I'll take it for now.