BOLTON-based online home appliance firm AO World said it was adversely affected by frantic sales on “Black Friday” as it prepares to announce lower-than-expected annual results.

The online retailer, based at the Middlebrook, said that despite showing continued revenue growth year on year it is expecting growth in revenue for the current financial quarter to be lower than anticipated.

As a result, AO is predicting results for the financial year ending on March 31 to fall slightly below market expectations.

One reason for these results has been put down to what the firm said were the “adverse” effects of “Black Friday” on November 24 last year — when retailers drew in huge customer figures thanks to promotional offers and discounts.

A spokesman for the firm said: “AO has found achieving expected sales growth to date in quarter four of the financial year 2015 difficult and this has negatively affected adjusted EBITDA (Earnings before interest, taxes, depreciation, and amortization.)

“It is now apparent that some of the revenue growth in the second half of financial year 2014 and going into 2015 was due to the extra publicity surrounding the company at that time, this impacted the year-on-year growth rate.”

These combined factors are likely to result in revenue and adjusted EBITDA for the UK operations of £470m- £475m and £16.5m, respectively. These factors are also expected to impact the performance of the company in the next financial year.

John Roberts, chief executive and founder, said: “AO has experienced tougher than expected trading conditions in the final quarter of the year, as compared to the same period in the previous financial year.

“While we are disappointed that sales and profits are going to come in slightly below expectations, we remain committed to our market-leading, customer-focused business model.

“We continue to redefine retailing in our chosen categories with unbeatable prices, huge range and availability, complemented by amazing service.

“Having delivered on all our strategic objectives through this financial year, we are confident of our ability to continue to deliver for our customers and to further drive the success of AO in the interest of all stakeholders.”