It has been confirmed that supermarket chain Asda will shun this year's Black Friday event, which takes place later this month, in a bid to spread its deals across the festive period.
Instead of taking part in the one-day event, Asda has confirmed it will be running a special 'deals period' of its own.
It means customers will be given the option to make more savings across a longer period instead of the one day.
The move comes after customer feedback told the company that they would prefer savings throughout Christmas, including on their traditional shop, instead of a 24-hour flash sale.
The retailer promises that from early-November through to Christmas and into the New Year customers will see more offers landing in stores.
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."
The news follows after The Kingfisher-owned DIY chain, B&Q, announced that it won’t be slashing prices on November 23 along with other retailers hoping to cash in on Black Friday and will, instead, stick with its everyday low prices model.