UK supermarket chain Asda has announced that it will not be participating in the annual Black Friday sales this year.
The Wal-Mart-owned chain is turning its back on the imported tradition following the chaos of last year’s event, which saw customers fighting over reduced-priced products.
Black Friday, which takes place on the day following Thanksgiving in the United States, has gradually made its way to the UK over the past couple of years offering Brits heavy discounts on electronics and video games.
However, the appetite among British retailers appears to be waning already. Instead of a one-day event, Asda says it's planning to cut prices by £29 million throughout the course of the holiday season.
“Customers have told us loud and clear that they don’t want to be held hostage to a day or two of sales,” said Asda CEO Andy Clarke (via Bloomberg).
The company also said that “shopper fatigue setting in around flash sales on big-ticket, non-essential items at Christmas,” was behind its decision.
Other retailers such as Argos and John Lewis have also expressed concern over Black Friday sales, which will take place on 27 November this year.
Indeed, even in the United States, the home of the tradition of questionable taste, enthusiasm appears to be on the wane.
H&M will close its stores on Thanksgiving after opening them up during the evenings in previous years. Meanwhile Target is planning a ten-day sale that starts five days before Black Friday.
Amazon's Black Friday sales are less focused on a single day in 2015, with the firm starting discounts three weeks early in the US and the UK.
Here's what Asda shoppers will be missing this year.