Asda calls time on Black Friday to focus on savings across the season
Tuesday 10 November 2015: Asda has today confirmed it will step back from this year’s Black Friday sales due to shopper fatigue setting in around flash sales on big-ticket, non-essential items at Christmas.
The retailer has listened to customer feedback and rather than investing in a one-off day of sales, has announced an investment of over £26 million in sustained savings spread across a traditional seasonal shop.
Asda, whose parent Walmart leads the way on Black Friday in the US, first introduced the event to the UK in 2013, but after two successful years, where customers most want to make savings in the run-up to Christmas is changing.
Instead of the hustle and bustle and pressure of one or two day sales where customers typically push the boat out on high-value items, this year Asda customers say they’d prefer deals on value-for-money, high-quality products that all the family can enjoy. From the beginning of November right through to Christmas and into the New Year customers will see more and more offers landing in store and online on products that impact on their everyday lives including toys and gifts, Christmas food and drink, and household basics.
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. 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.
“When it comes to putting customers first, Asda has always led the way, which is why we’re just as confident in our decision to step away from Black Friday as we were in introducing it to the UK.”
Bryan Roberts, retail insights director at Kantar Retail said of the decision:
“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.”
A selection of 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. On festive food and drink investment has been made in key quality seasonal products including beef, salmon, wine, spirits and champagne. There’ll also be great prices on consoles and televisions, plus other gift ideas such as the Oral B 2500 down to £29.97 from £75.00.