Asda has confirmed it will step back from Black Friday sales this year due to “shopper fatigue”.
The retailer said it had listened to feedback from customers and decided in invest £26m in sustained savings spread across a Christmas shop rather than investing in one-off sales.
From the beginning of November into the new year, Asda shoppers will see more offers in store and online on everyday products including gifts, Christmas food and drink, and household basics.
Asda’s parent company Walmart first introduced Black Friday to the UK in 2013.
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.
Bryan Roberts, retail insights director at research firm Kantar Retail, said: “Asda’s move reflects British 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.”