Toys ‘R’ Us apparently subscribes to “if it ain’t broke, don’t fix it” logic when it comes to shopping hours for Thanksgiving: the toy store is once again opening its doors at 5 p.m. local time on Thanksgiving, and will keep those doors open for 30 hours in a row.

Toys ‘R’ Us announced this year’s plan on Monday, noting that doors will be open through 11 p.m. local time on Friday, Nov. 25, because that’s what customers want, the chain says.

The early start time on Thanksgiving is apparently working well for Toys ‘R’ Us, since they’ve been doing it since 2013. As we’ve pointed out in the past, at least they aren’t moving the start time back any earlier?

“Our customers have voted at the doors year after year, and they continue to want the option to get an early start on their holiday shopping lists,” said Joe Venezia, Executive Vice President, Global Store Operations.

The chain is also offering free store pickup when they buy toys online, as well as free layaway, and free shipping for online purchases of $19 or more.

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