SUPERMARKET chain Asda has confirmed it will not be taking part in this year's Black Friday sales. 

A statement released by the retailer said 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.

Last year, shoppers descended on Asda stores in Burnden Park and Middlebrook to snap up bargains including a quad bike with almost 50 per cent off its retail price.

Asda, whose parent Walmart leads the way on Black Friday in the US, first introduced the event to the UK in 2013.  

Andy Clarke, Asda President and CEO, 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.”

The retailer says it has listened to customer feedback and, rather than investing in a one-off day of sales, has announced an investment of more than £26 million in sustained savings spread across a traditional seasonal shop.
 
A selection of the savings that will 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.

Last year, a Walkden supermarket had to be closed down after more than 500 people turned up to bag a bargain in Black Friday sales.

The Tesco store at Ellesmere Shopping Centre was shut amid safety fears after shoppers started grabbing goods.