Target doesn’t want Americans to miss Thanksgiving dinner — but with its stores opening at 6 p.m. that day for a second year running, shoppers may still have to choose between sales and dessert.

The retailer, based in Minneapolis, said Monday it would keep its Thanksgiving and Black Friday sales hours unchanged from last year, despite complaints of an unrelenting “holiday sales creep” into a family holiday. It was the first time in years Target did not move up its holiday opening times.

Still, Target did announce a 10-day sale across entire departments that will start four days before Thanksgiving and run through the Black Friday weekend. And its website will feature Thanksgiving “doorbusters” starting early in the morning that day, Target said.

Tina Tyler, Target’s head of stores, said in a call with reporters Monday that a 6 p.m. opening time was “a sweet spot” that allowed shoppers to take part in the Thanksgiving tradition and also shop.

Target is among many stores grappling with their holiday sales strategy as discontent grows among some consumers over earlier-than-ever holiday sales times, as well as fatigue over a calendar bursting with sales events.

The outdoor gear and sporting goods retailer REI was praised last month when it announced it would close its stores, and even its website, on Black Friday.