Asda has said it will 'step back' from this year's Black Friday.
The supermarket giant said that "customers have told us loud and clear that they don't want to be held hostage to a day or two of sales".
Started in the US, Black Friday sees retailer offer sometimes huge discounts on higher-priced products, typically electricals.
After two years of Black Friday deals in the UK, Asda said there is "shopper fatigue... around flash sales on big-ticket, non-essential items at Christmas".
Last year, police were called to several supermarkets across the UK as shoppers fought to secure their bargain.
"The decision to step away from Black Friday is not about the event itself," said Asda's chief executive Andy Clarke.
But it doesn't mean that Asda won't be doing anything to help customers' bank balances this Christmas. Instead of Black Friday, Asda said it will be investing £26 million in cutting prices over the Christmas period.