While some stores are dedicated to giving people a way to escape their families after stuffing their faces on Thanksgiving (we’re talking to you, Target, Macy’s and Toys ‘R’ Us), others are changing the way they celebrate the holiday: for the first time, H&M says it will close its U.S. stores on Thanksgiving.

The Stockholm-based company said it had decided to close up shop on turkey day after launching a new recruitment campaign, reports Bloomberg.

“In the tradition of Thanksgiving, H&M will close our U.S. stores on Thanksgiving Day, allowing our store teams to enjoy this time with their families and friends,” Daniel Kulle, president of H&M’s North American operations, said in a statement.

Other stores have taken a step back from the Thanksgiving shopping crush this year as well, after years of retailers pushing Black Friday’s shopping bonanza backward until it ran into Thanksgiving: Staples will be closed on Thanksgiving, as well as REI — which is also keeping out of the Black Friday fray and remaining closed that day.

H&M to Close on Thanksgiving in Sign of Mellowing Holiday Season [Bloomberg]

Want more consumer news? Visit our parent organization, Consumer Reports, for the latest on scams, recalls, and other consumer issues.