Black Friday, the day of shopper deals imported in a big way from the US by UK retailers last year, is now a retail red letter day  Dixons bosses believe.

Black Friday, the day of shopper deals imported in a big way from the US by UK retailers last year, is now a retail red letter day  Dixons bosses believe.

Last year the soaraway success of Black Friday meant it was the Currys and PC World owner’s third biggest promotional event and this year – when it falls on November 28 – consumer interest is likely to be sustained.

Dixons chief executive Sebastian James said consumer take-up of Black Friday deals “caught all retailers on the hop” and its importance was immediately apparent.

“We started planning for this year the Monday after Black Friday,” he said. “We love these big, set-piece promotional events.”

He said that Dixons specialist status means it is able to work with suppliers to ensure plenty of eye-catching products.

Dixons finance director Humphrey Singer said: “I think Black Friday is firmly established. It will mark the beginning of the Christmas period for us.”

Last year retailers including Asda, Amazon and John Lewis were among those to run big promotions online or in-store on Black Friday which, combined with Cyber Monday a few days later, was expected to deliver sales of about £1bn.

Despite the event’s success James wondered whether it should be renamed. A “cheerier name” might be good, he suggested.

He said that despite England’s early exit from the World Cup, Dixons TV promotion had gone well. There was a 49% uplift in large-screen TV sales in the run-up to the tournament, helped by a cash for goals promotion.