It began on Friday, some stores are staying open around the clock through Christmas Eve.
Retail analysts predict it will make up for a shorter holiday shopping season and disappointing retail sales, stores are trying to pull you into their aisles with extended hours.
Kohl's just kicked off 100 hours straight. Toys R Us began similar consecutive hours on Saturday. Macy's and Kmart locations are doing the same.
The marketing ploy makes it easier for last-minute shoppers who are nowhere near the end of their gift lifts.
Sales at U.S. stores totaled $176.7 billion from November through last weekend, up 2 percent, but still lower than usual.