Photo: Long queues and shopper trouble at Derby Road store during 2014 black friday sales.
The Walmart-owned chain, which has a store on Derby Road, cited “shopper fatigue” as the reason for not reducing prices in any UK ASDAs on Friday, 27th November.
ASDA is credited with introducing Black Friday to the UK in 2013. Last year, the day made national headlines as shoppers wrestled each other to the ground in a bid to bag to biggest deals.
President and chief executive of the chain, Andy Clarke, said the decision to move away from Black Friday was not about the event itself, but rather that customers said they would prefer deals on products that impacted on their everyday lives, such as Christmas food and drink and household basics.
In a statement, Mr Clarke said: “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.”
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