ASDA is to sidestep the madness of Black Friday as it positions itself as the place to go for value throughout the Christmas period.
The Leeds-headquartered retailer is owned by American giant Walmart and was responsible for bringing the American tradition to UK shops.
Black Friday, which this year is on November 27, is the day after Thanksgiving when shops started their Christmas selling period with eye-catching discounts.
While Amazon led the way online, it was Asda’s use of Black Friday in 2013 which brought it to shoppers’ attention. However, it is now looking to regain shoppers’ attention by not getting involved, as it emphasised the difference between Black Friday’s flash sales on big-ticket, non-essential items and its strategy of “deals on value-for-money, high-quality products that all the family can enjoy”.
Asda President and chief executive Andy Clarke said: “The decision to step away from Black Friday is not about the event itself. Over the last two years we’ve developed an organised, well-executed plan, but this year customers have told us loud and clear that they don’t want to be held hostage to a day or two of sales.
“With an ever changing retail landscape, now more than ever we must listen carefully to exactly what our shoppers want and be primed and ready to act the minute their needs change.”
