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 has made the move to help its customers sleep easier because they will not have to panic about grabbing a short-lived bargain like those of many other retailers.
Bensons wants to cut out the stress of Black Friday by giving shoppers more time to do their research before making their purchases during “Black November”.
The UK business is pushing back against the retail tide that has swept across the Atlantic over the past decade as the US shopping tradition – which follows Americans’ Thanksgiving celebrations – has caught on with Britons.
Instead of limiting offers to an artificially short shopping window, Bensons will run offers from early November to 1 December.
Bensons will be making the same offers available online and in-store so that customers do not have to choose between them. Its “channel agnostic” approach means shoppers can get the best of both worlds.
Investment in its website over summer has given customers a better online experience, allowing them to choose between the web and store at various points when they are choosing their bed or mattress.
It allows them to do their research online and also visit a store to see products for themselves before deciding where to make their purchase.
For some of its products, such as its Rollo by Slumberland rolled-up mattress, Bensons offers the option of buying them in store and taking them away the same day.
As a result of covid, Bensons has put social distancing and hygiene measures in place to keep customers and colleagues safe and make visits to its spacious stores as relaxed as possible and avoiding the queues and crowds seen on some high streets on previous Black Fridays.
Joe Wykes, Bensons chief operating offer, said: “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.”
Bensons has seen strong signs that people are keen to upgrade their homes after spending so much time at home this year because of covid restrictions. Choosing a new bed – online, in-store or a mixture of both – is a key purchase.
In June, it emerged as a standalone business following a restructuring deal that injected £25 million of new investment to grow the business.
Bensons for Beds has 197 stores across Britain, with its head office in Accrington, Lancashire, and a dedicated manufacturing site in Huntingdon, Cambridgeshire.