A general view of atmosphere during the retail launch of the BALMAIN X H&M collection at H&M on Nov. 5, 2015 in New York City.Daniel Zuchnik/Getty Images
Hennes & Mauritz AB's U.S. stores will close on Thanksgiving for the first time, underscoring a shift toward a less-frenzied holiday season for retailers.
The Stockholm-based company said in a statement Monday that it made the decision after rolling out a new recruitment campaign.
"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 the statement.
In making the move, H&M becomes the latest symbol of holiday restraint among retail chains. After years of expanding hours and piling on promotions during Thanksgiving and Black Friday – the traditional kickoff to the Christmas shopping season – many stores are now retrenching. Staples Inc. also will be closed during Thanksgiving. Recreational Equipment Inc., the outdoor-gear retailer, is going further and shutting down during Black Friday.
Wal-Mart Stores Inc. and Target Inc., meanwhile, have been spreading out their promotions over a longer period. That means shoppers don't have to line up at stores on Thanksgiving evening to get deals. Target said on Monday that it's planning a 10-day holiday sale that will begin on Nov. 22.