(CNN) -- For the third year in a row, Toys 'R Us is opening its doors for 30 hours straight from Thanksgiving Day into Black Friday.
The holiday sale is for most Toys 'R Us stores, with the New York City's Times Square location staying open even longer.
Opening on Thanksgiving Day has been a tradition for Toys 'R Us since 2009.
However Thanksgiving Day openings have seen a backlash.
Some shopping centers and chains are keep their doors shut to raise employee morale and focus more on Black Friday.
According to Deloitte, shoppers are projected to spend more than $1 trillion this holiday season.