// Bensons for Beds to scrap Black Friday and replace it with month-long “Black November”
// It makes it the latest British retailer to push back against the popular sales event from the US
// Bensons for Beds also wanted to crowds and long queues due to the Covid-19 pandemic
Bensons for Beds is set to scrap Black Friday promotions this year and shift the focus to special offers and deals throughout most of November.
Dubbed “Black November”, the campaign makes Bensons for Beds the latest British retailer to push back against the hugely popular sales event that has crept over the Atlantic from the US.
Instead of limiting offers to an artificially short shopping window at the end of next month, Bensons for Beds said it would run offers from early November until December 1.
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The bedding retailer added it wanted to avoid crowds and long queues that would inevitably arise from Black Friday sales, especially during the ongoing Covid-19 pandemic and the need for social distancing.
Bensons for Beds also said it would provide the same offers available online and in-store so “customers do not have to choose between them”.
The retailer had invested in its ecommerce capabilities over the summer to provide a better customer with detailed information for product research and a better online shopping experience overall.
“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,” Bensons for Beds chief operating officer Joe Wykes said.
“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 for Beds said it has seen “strong signs” that people were keen to upgrade their homes after spending so much time at home this year because of Covid restrictions.
In June, it emerged as a standalone business following a restructuring deal that saw injected £25 million of new investment to grow the business, while offloading sister retail chain Harveys.