H&M Melbourne has been handed a 54 hour advantage ahead of Christmas.
Melbourne retail trading hours have been extended until 9pm every night in the lead up to Christmas.
In a first for Melbourne's CBD, the initiative will see consumers have an extra 54 hours worth of shopping time.
QV Melbourne, Melbourne Central, Emporium Melbourne and H&M at Melbourne's GPO are among retailers which will extend their hours, bumping this up until midnight on December 19.
The announcement could be the first in a series of agreements to extend trading hours in the precinct enclosed by the Bourke Street Mall, La Trobe Street, Elizabeth Street and Swanston Street.