Asda announced this morning that it will not participate in the one day sales event Black Friday. This year the chain will instead focus on sustained savings spread across the Christmas shopping season.
Words: Hayley Warren, Subeditor: Tamara Hutchinson
Asda’s Black Friday event began in 2013 and quickly became a success with hundreds of shoppers queuing up every year before the store had even opened, mimicking its parent US company Walmart’s style.
After listening to customer feedback, Asda is investing in £26 million of savings throughout November to the New Year. Customers said they want more deals on value for money, high quality goods, that the whole family can enjoy.
Asda has now called the savings made on Black Friday ‘non-essential’ and their new aim is to cut the price of ‘every day basics’. For example, half price toy sales and deals on skincare, fragrance and gifting with Asda’s biggest ever 3 for £10 deal, are just a few of the offers on the new savings plan.
The Asda President and CEO, Andy Clarke, commented this morning saying “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.”
Remembering last year’s scenes at the Asda store in Wembley is reason enough to understand why Asda has made this decision.