Dive Brief:

• Kohl’s announced Tuesday that it will be open for 170 hours straight, starting 7 a.m. Thursday and closing 6 p.m. Christmas Eve.

• This marathon tops Kohl's 100-hour round-the-clock opening last year.

• The move comes as Kohl’s beat expectations in its last quarterly report at a time when Macy’s and even Nordstrom's earnings fed concerns over department store retail.

Dive Insight:

Kohl’s, which has been struggling despite a self-described “Greatness Agenda” turnaround strategy, has been having a pretty good run during this year's crucial holiday season, at least by some measures.

Kohl’s Black Friday sweepstakes, for example, earned more than 112,000 mentions on Twitter over the Black Friday shopping weekend, the most of any brand, according to social marketing firm Spredfast. 

The retailer is also seeing some traction with its omni-channel efforts, like in-store pickup, and its Yes2You loyalty program, which boasts more than 34 million members. Along with data from its store credit card, Yes2You has so far allowed the company to connect 80% of purchases to shoppers and deliver highly personalized offers.

Its effort to stay open round-the-clock for so many days could help seal the deal for the discount department store this holiday season, when shoppers are spending a lot at off-price outlets and expecting price cuts. The news comes as recent research from America's Research Group shows that almost half of holiday shoppers will wait until Christmas Eve to finish up their shopping, a 12-year high.