Asda reveals why it won't take part in Black Friday
Despite helping to introduce the day to the UK
Asda says it won’t take part in this year’s Black Friday saying their customers feel like they're being held 'hostage'.
The day marks the beginning of the Christmas shopping season for some, offering huge discounts to shoppers.
It's been popular in the US and was introduced to the UK by the supermarket, who is owned by the American company Walmart.
Explaining their decision, Asda’s Chief Executive, Andy Clarke, said customers have told them they feel like they're held 'hostage' to just a few days of sales.
Instead, the company will apparently invest £26 million in savings across the whole seasonal period.
The move has been welcomed by some after police were called last year to a range of supermarkets after fighting broke out between shoppers.
However, the reaction has been mixed online.
Black Friday this year is on the 27th November though some companies are beginning their week of sales from the 23rd November.