Online DIY and garden retailer gets in on the action with Black Friday offers but sets out grab shoppers’ attention with an alternative promotional campaign, encouraging consumers to ‘keep calm and shop online’.

Promoting its offers during the now-established Black Friday shopping peak, ManoMano has launched a series of humorous and quirky videos urging shoppers to escape the high street chaos and make their purchases via the e-commerce site.

One depicts a man in overalls in a yoga pose, while another features the same man doing tai chi with a series of DIY and garden items – both finishing with the strap ‘join the calm from 24th-27th November’.

The most alternative of the lot is a fun take on an Autonomous Sensory Meridian Response (ASMR) relaxation video using a series of tools, including a saw, sander, hammer and paintbrush. The ASMR genre is a growing online movement and a host of videos can be found on YouTube now, including a 25-minute example from Swedish retailer Ikea.

ManoMano will offer discounts of up to 40% on Black Friday and has separated the sale into three categories:

Home improvement: wallpapers, power tools, surveillance cameras

Outdoor: lighting, fire pits, outdoor accessories (cushions etc), greenhouses, garden machinery, barbecues, furniture (benches, loungers etc), trampolines

Indoor: Christmas trees, lamps, safes, fire places, doors