A normal auction runs for seven days. So if you want it to end at 11:00PM Friday, you'll need to post it at 11:00PM Friday. It will end on Friday 7 days from then. That's where Auctiva's scheduled listing feature comes in handy, just tell it what time you want it to list, and it's post automatically. Ebay has that feature too, but you have to pay for it.
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