The Times Square Toys"R"Us store is staying open until 10 p.m. on Christmas Eve.
The store has remained open around the clock since 8 a.m. Dec. 1, 2013. That means the store is offering 566 of continuous shopping.
The flagship store for the toy retailer has stayed open for extended periods before but this is the longest period of continuous shopping it has offered.
In addition, Toys"R"Us Times Square kicked off a week-long sale beginning Sunday through Saturday, December 7.
According to Toys"R"Us, the Times Square store will offer the same deals as Toys"R"Us stores nationwide, in addition to specialty services such as personal shopping and corporate sales.
The Wayne, N.J. based retailer has struggled with increased competition from Walmart and online retailer Amazon. The company operates more than 870 stores across the U.S. and Puerto Rico.
Last year the Times Square location stayed open for 543 straight hours. In 2011 it was open for 208 consecutive hours leading up to Christmas.