My period has been very hard this time and lasted 7 days. It wasnt hard at beginning?

Probably normal. Sometimes transitional (e.g. Peri menopause) changes can present with such symptoms. Best to follow up with provider. If you're 35 or older, especially, other endometrial/uterine pathology may need to be ruled out.
Yes. Variations in the menstral cycle are common and are more common around menopause . If the bleeding continues and is not showing any sign of stoping consult your doctor.