Asda has confirmed it will step back from this year’s Black Friday sales because customers “don’t want to be held hostage to a day or two of sales”.
Instead the supermarket, whose parent company Walmart leads the way on Black Friday sales in the US, said it will be rolling out offers on toys, gifts, food and drink and household items from November.
Normally they said customers would “push the boat out on high value items” during Black Friday, but from this year they won’t get the opportunity.
Commenting on the decision to move away from Black Friday, Asda President and CEO, Andy Clarke said: “The decision to step away from Black Friday is not about the event itself.
“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.”
Bryan Roberts, retail insights director at Kantar Retail added: “Asda’s move reflects shoppers’ desire for simplicity and clarity.
“Rather than limiting value to a limited period on non-essential items, the retailer’s commitment to everyday low pricing on products that actually matter will be well received by shoppers who increasingly plan ahead for Christmas.”
Asda say the savings that’ll be available this year include half-price toy sales and deals on skincare, fragrance and gifting, with Asda’s biggest ever 3 for £10 offer.