Wal Mart is opening its doors at 6 p.m. on Thanksgiving Day to kick off one of the biggest shopping days all year, Black Friday. The sales kick off two hours earlier than they did last year, mirroring similar announcements from a number of its competitors.

Last year, more than 30,000 people signed an online petition asking Walmart not to open its doors at 8 p.m. on Thanksgiving, arguing that the retailer, which made $17 billion in profits last year, “can afford to give its employees this holiday to spend with their families.”

Walmart employees who work Thanksgiving will get paid extra, get a Thanksgiving meal and 25 percent discount off one purchase made Dec. 5 and 6.

Annenberg Strategic Public Relations used Salesforce Marketing Cloud/Radian6 to collect the top 40 negative words found in tweets concerning Wal Mart as of noon on Nov. 12, 2013.

(Twitter conversation cloud/Annenberg Strategic Public Relations)