Bensons for Beds is scrapping Black Friday promotions this year and shifting the focus to special offers and deals throughout most of November.
The nationwide bed retailer says it has made the move so its customers will not have to rush to grab "a short-lived bargain like those of many other retailers", giving shoppers more time to research before making their purchases during 'Black November'.
Bensons will be making the same offers available online and in-store. The retailer says that investment in its website over the summer promises a better online experience, enabling shoppers to choose between the web and store at various points when choosing their bed or mattress.
Joe Wykes, Bensons' COO, says: “We know that many people look forward to finding a bargain on Black Friday to help them with big ticket items in the run-up to Christmas. But in a world changed by the pandemic, we think cramming everything into one day or one weekend is not what customers now want. That’s why we’re introducing 'Black November' to take the stress out of shopping.
“Buying a bed or a mattress is a big decision and we want to help people take their time to make the right choice so they can be sure they’ll get a good night’s sleep for years to come.”
The move echoes a call from the BRC earlier this month, encouraging consumers to spread their Christmas purchases over the coming months to alleviate pressure on retailers ond suppliers (see related).