Good news for 3:00 A.M. shoppers, so-so news for Kohl's investors?

|About: Kohl's Corporation (KSS)|By:, SA News Editor

Kohl's (KSS) says it will keep its stores open around the clock from December 20 to 6:00 p.m. on Christmas Eve in a 100-hour effort to boost traffic and sales.

The big picture: Despite the frenzied competition amongst retail chains to have their stores open earlier and longer, analysts aren't convinced the companies are getting the bang for the bucks they are pouring into employee overtime hours and maintenance costs. Bespoke asks if the measure smacks of desperation?