Asda Backs Out of Black Friday 2015, Opting for 'Sustained' Special Offers Instead

By Aatif Sulleyman on at

Asda has ruled itself out of this year’s Black Friday madness, and the firm claims its move will benefit both the supermarket and consumers alike. It says the decision has nothing to with the chaos and violence that comes hand-in-hand with the retail event, but customer needs instead.

Rather than holding flash sales on a single day, Asda says it makes more sense to introduce sustained discounts over the festive period, a move that will require £26 million of investment. "The decision to step away from Black Friday is not about the event itself," chief executive Andy Clarke said. "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."

As a branch of US supermarket Wal-Mart, Asda played a key role, alongside Amazon, in bringing Black Friday to the UK. This year, it falls on 27 November, but sales are expected to kick off early on 23 November.