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In the race to open first on Black Friday, Toys R Us is definitely a contender.

The chain is opening all of its stores — including one at 1133 Valley River Drive in Eugene — at midnight Thursday, five hours earlier than it has ever opened before.

It’s all part of a plan to give shoppers more reasons to hit the store on what is traditionally the start of the holiday shopping season, CEO Jerry Storch said, crowing in a press release that “We’re raising the bar on Black Friday savings opportunities. …”

Toys R Us isn’t the only one to offer a predawn shopping experience, just one of the earliest.

Old Navy is opening at 3 a.m. Friday at Oakway Center. J.C. Penney at Valley River Center is opening officially at 4 a.m. But store manager Jim Trench has confided that he plans a “soft opening” at 3:30 a.m., Valley River marketing manager Diana Bray said Tuesday. All stores will be open by 5:30 a.m., she said. Kohl’s and Sears at Gateway Mall will be open at 4 a.m., with the rest of the mall opening at 6 a.m., manager Ron Glover said.

The stakes are high for retailers, who say the holiday shopping period can make the difference between ending the year in the red or ending it in the black — hence the name “Black Friday.”

The National Retail Federation is projecting that up to 134 million people will shop this Friday, Saturday or Sunday nationwide, higher than the 128 million people who planned to do so last year.

And what will drive them is the search for bargains, the retail group said: “57 million people say they will definitely hit the stores while another 77 million are waiting to see what retailers are planning before heading out the door,” according to a survey done for the federation by BIGresearch,

Shopping centers and individual retailers are responding by offering door-buster deals, freebies and discounts.

J.C. Penney, for example, will once again be handing out Disney snow globes to the earliest birds Friday. Toys R Us will be giving away boxes of Crayolas with each purchase, while supplies last, and both Gateway Mall in Springfield and Valley River Center will be giving away gift certificates.

Valley River Center has scheduled free entertainment on “Freebie Fridays” throughout the season, starting with Black Friday, Bray said. Plus, there will be a random drawing every Friday afternoon for either a $500 gift certificate or gift worth $500 from a store in the mall, she said.

There are some changes at area shopping centers since last Black Friday. Valley River has added some tenants, including Zida Fashion Accessories and the Mazama Fishing Pro Shop. In north Eugene, Dick’s Sporting Goods has opened in the former Joe’s space. And Gateway Mall has a number of new tenants, some permanent and some here only for the holiday season.

The new additions include Last Stand hot dog stand; Tear Drop Cafe; Divismo, a jewelry and accessories store; International Accents, home goods and fashion accessories, and Wheelworks, an offshoot of a Eugene bike store.

Glover said he is expecting holiday sales this year to be flat compared with last year, or possibly up slightly — “not double digits.”

“We really feel like it’s going to be a solid holiday season,” he said. “It may not be one of our better ones, but it will be OK. It will give us a good footprint for the future. … We need to be patient, we need to have faith, we need to persevere and we’ll be OK.”

Bray said, “We all want to think it will be slightly better (this year). Retailers are poised for a better year, inventory-wise. Shopping started earlier this year … people are a little less tense, a little less in shock this year.”

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