Approved Food, a year-round discount retailer is welcoming the move by Asda, the first of the big four supermarkets to turn their back on the ‘darkest day’ in the retail calendar.
For discount retailers, offering value for money and low prices is an everyday occurrence – not just one day of ‘price-slashed madness’, according to the founder of Approved Food, Dan Cluderay.
“Today’s consumers are more cost savvy than ever before, so businesses need to ensure that they are appropriately managing their marketing offers to meet that trend,” comments Dan, who ships over 2,500 Approved Food orders a week to shoppers across the UK snapping up to 70% off.
“The Black Friday approach is a flawed marketing approach in many ways” continues Dan, “as retailers have to buy in stock to manage the demand, defeating the original point of Black Friday and only adding to the issue of waste. It is refreshing that various retailers have recognised that and as a result are not partaking this year.
“Asda’s move to offer value for money over a longer period of time is a much better way of listening to customer demand and supplying accordingly.”
Last year, Dan Cluderay and business partner Andy Needham called for the ‘false economy practice’ that is Black Friday to be put under the spotlight; highlighting the need for fairer pricing all year round for families across the UK. Despite many large retailers claiming huge discounts, families were let down with small price changes with as little as 10% knocked off items with a value in excess of £100 or more.
Dan added: “Last year there was chaos in the shops and chaos on the internet as a result of Black Friday.
“Shoppers want the deals all year round, so that’s how we operate. As retailers, we should collectively offer working people value all year round and avoid a one day rush that knocks out the internet for the rest of the working world!”
Approved Food works directly with food manufacturers and suppliers who have excess stock, or stock nearing its best before date. As well as offering discount to shoppers this business model dramatically reduces the amount of waste produced throughout the UK and so far, has saved over 32 million items from landfill.
