Transcript for Target Plans Late Hours for Select Stores
Now the target taking aim at the competition. The place to go for late night shopping. The retail giant announcing keeping stores open until midnight to keep up with Walmart and online rivals. Reporter: Target is now targeting a new type of customer. Its new late night hours putting their trademark bull's eye on night shop hours. Aim to be turn around a slump in store traffic by keeping the doors open at more than half of the U.S. Stores. Until now, the 1800 U.S. Stores were open until 10:00 P.M. On weekdays and 9:00 P.M. On weekends. But now they will stay open as late as midnight stepping up the fight against Amazon. The largest commerce platform in the world with more than $19 billion in revenue. When shopping online is available at the click of a button, target can't be in the business of turning away shoppers at any time of day. Reporter: Target's time shift comes after Walmart, who already keeps 70% of the stores open 24 hours a day. Target says the new closing time is an example much listening to the guests and customizing the target shopping experience. Will it pay off? According to a recent survey, only a small portion of the U.S. Population shops late. At 10:00 P.M., 37% are asleep, 26% are watching TV, but only 0.3% are watch. Still, parents will undoubtedly benefit from the extended hours. Not to mention the upcoming super bowl of shopping, black Friday. For "Good morning America," Lindsey Davis. Got to mention that. The earliest reference to plaque Friday ever. We have a Friday. You have a story.
This transcript has been automatically generated and may not be 100% accurate.