There might be enough time for a nap after the Thanksgiving dinner before the Prime Outlets mall in Grove City opens up at midnight to allow the really early birds -- or maybe the night owls -- to shop for discounts that will be gone by 8 a.m.

Every year, consumers grumble that the Christmas season -- and the holiday sales -- start earlier. Certainly the stores trying to scoop the competition on the big Thanksgiving weekend of consumption are opening earlier this year.

All of Monroeville Mall's stores should be open by 6 a.m. on Nov. 24, an hour earlier than last year on the day after Thanksgiving. The mall's doors actually will be open by 5 a.m., as will those at the region's three Simon Property Group malls -- Ross Park Mall, South Hills Village and Century III Mall.

From now until the end of the year, retailers need to generate excitement and bring in the shoppers if they're going to make their sales goals for holiday 2006. The traditional start to the season comes on Black Friday, as the day after Thanksgiving is known in the industry because it's when many retailers' begin making a profit.

Wal-Mart, which often has used deep discounts to pull in frenzied crowds the day after Thanksgiving, is so concerned about meeting its goals this year that the world's largest retailer isn't waiting. The company announced last week it would roll back prices on electronics for the entire month of November through Dec. 31.

But for those following a more traditional route, opening in the wee hours of the night is a way to get customers excited, said Gayle Marco, an associate professor of marketing at Robert Morris University. "It's because it's different," she said. "It's because you can't do it all the time."

This is the first time the Prime Outlets in Grove City has done a midnight opening on Thanksgiving, said mall spokeswoman Michele Czerwinski. She said the move was driven in part by customers who work shifts and complained they couldn't take advantage of holiday sales offers. In addition, some customers indicated they'll be glad to shop while the children are safely asleep at home.

Several Prime Outlets malls around the country will be opening at midnight, as will outlet malls operated by other industry players. "It's the trend," Ms. Czerwinski said.

The majority of stores do not seem likely to open quite that early but few retailers will be sleeping in. Monroeville Mall's leases require all the mall stores to be open if at least two department stores are open, said mall spokeswoman Mindy Suhoza. On Nov. 24, J.C. Penney will open the cash registers at 5 a.m., while Macy's and Boscov's will welcome shoppers at 6 a.m.

"If the department stores keep stepping it up, then we would keep stepping it up," said Ms. Suhoza.

And as long as enough shoppers turn out for the unusual hours, retailers likely will respond. Kmart has offered shopping hours on Thanksgiving day in the past, and the Pittsburgh Mills mall Web site shows Sears Grand will be open that day.

Dr. Marco noted, "Pretty soon, they'll serve you Thanksgiving dinner."