Online design brand Made.com has launched a social media campaign to explain why it will say "no" to Black Friday again this year. The campaign features a light-hearted series of video clips exploring some welcome and less welcome exports from American culture, and have been adapted for Made.com’s Instagram, Twitter and Facebook social media channels.

The campaign launches amid heightened anti-Black Friday sentiment across the UK retail market. The move is consistent with Made’s staunch anti-black Friday position – while many of the brand’s competitors embraced the American retail tradition, Made CEO Ning Li was one of the few to speak out against the trend last year.

Annabel Kilner, head of UK at Made.com, says: “While there are many things we like about American trends coming to the UK, Black Friday is not one of them. Black Friday discounts highlight the huge mark-ups consumers pay on products at other times of the year. At Made we operate on a lean business model, so that we can offer customers original furniture design at affordable prices all year round, not just during the extended Black Friday sale period.”