The roster is growing of major retailers pocketing their keys, keeping their doors open and pulling a string of all-nighters in a strategy to lure last-minute Christmas shoppers.

Macy’s announced Wednesday that its Rosedale store and 36 others nationwide will start their retailing marathon Friday, remaining open until 6 p.m. on Christmas Eve.

The retailer, with 800 or so stores nationwide, first tested the 24-hour pre-Christmas strategy in 2006 at its Queens Center store in New York City and has continued it to some degree at stores since.

The remaining Macy’s stores in the Twin Cities are stopping just a few hours short of round-the-clock hours.

Company executives said the 24-hour strategy is in acknowledgment of the shorter-than-usual holiday shopping window this year between Black Friday (Nov. 29) and Christmas.

Also going 24/7 are Kohl’s (all stores, 6 a.m. Friday to 6 p.m. Christmas Eve) and Toys R Us (all stores, 6 a.m. Saturday to 9 p.m. Christmas Eve).