Jim von Maur knows he may lose out on some business by not opening on Thanksgiving Day.

Jim von Maur knows he may lose out on some business by not opening on Thanksgiving Day.

But he doesn't care.

"We think it's well worth it to miss out on those sales so sales associates can spend time with their families," said the president of the Iowa-based chain of 29 Von Maur department stores.

What does he think about the other retailers who are opening on Thanksgiving?

"It's too bad," he said. "I think it will hurt employee morale, and I don't think they'll get that much more business. If you run an exciting store, you don't have to do all of these games and gimmicks to get people through your doors."

Many big-box and department stores have generated buzz for their decisions to open earlier than ever this year on Thanksgiving Day.

Von Maur is one of an increasingly vocal group of renegade retailers taking a stand against Black Friday creep.

Resisting competitive pressures to open on Thanksgiving, they are actually starting their Black Friday sales on Friday.

But won't open in the pre-dawn hours on that day. It will open just one hour earlier than normal, at 9 a.m.

Some of the other stores on the not-on-Thanksgiving list include Costco, Cabela's, Nordstrom and Menards.

Nordstrom, a Pacific Northwest mainstay, doesn't really have door-buster deals on Black Friday.

"Over the years, it's been our approach to be closed on Thanksgiving," said Colin Johnson, a Nordstrom spokesman. "One of the nice things about this is it makes the Friday after pretty exciting because that's when we unveil our holiday trim."

Indeed, the company often gets kudos from the "respect the turkey" crowd for not putting up its holiday decorations until the day after Thanksgiving, unlike others that have had Christmas decorations up in stores since Halloween.

"We just like the idea of celebrating one holiday at a time," Nordstrom often says on signs placed in its stores.

Still, the Friday unveiling of holiday trim means that some Nordstrom employees will work through the night to set up the store displays, Johnson noted.

For those Nordstrom customers who want to shop on Thanksgiving, Johnson said they can do so online and pick up their items in the store or take advantage of free shipping.

"We're always going to be focused on the needs of our customers rather than on what the competition is doing," Johnson added.

Some marketing experts have noted that retailers who take a stance against opening on Thanksgiving may benefit from some positive PR buzz. But will it pay off for them in the end?

Not likely, says Jim Fisher, a marketing professor at St. Louis University. He said the retailers that aren't opening on Thanksgiving Day do so at their own peril.

"It's almost a matter of math," he said. "If you're open more hours, you're more likely to do more sales."