Black Friday in Watford: How shoppers and businesses got on

Traditionally an American holiday, over the last decade or so the shopping event – with all its pomp and promise of great deals – has come across the pond to the UK.

Walking around atria Watford in the late morning, it was clear the ‘bargains’ had enticed an extra-large group of shoppers, despite the majority of the offers lasting longer than the day itself – from over the weekend to a few weeks.

Atria Watford shoppers enjoying Black Friday (Image: Matthew Evans) Business managers and owners were enthusiastic about the added trade, but while there was some positivity from the public, many were sceptical about whether the deals were truly saving them money.

Bella Heffes, the store manager of Hollister, certainly sees the value in Black Friday and says the clothing outlet is even more hectic this year than last.

“It’s been super busy,” the 23-year-old Bushey resident said. “It gets people excited for the Christmas period and it gets us excited for Christmas as well, so it’s great.”

Bella Heffes (Image: Matthew Evans) Hollister’s Watford branch is offering 30 per cent off all its items across the weekend.

Speaking about why she thought this year’s deals were so popular, Bella added: “I think as we’ve moved away from Covid, everyone is more excited about shopping again.”

Other store managers were equally upbeat about Black Friday, including Maria Pulova at Sole Trader, and Bhasker Bhurabhai at F.Hinds.

Maria, who lives in Watford and has worked at the shoe shop for six years, said: “Black Friday is quite a big thing for us.

“It definitely helps our store as we enter the Christmas period. We get more stock and we get more sales.”

Maria Pulova (Image: Matthew Evans) Sole Trader has been offering up to 40 per cent off items for over a week and it will end its promotions tomorrow.

Meanwhile Bhasker, who is in his 70s and has been managing the jeweller’s Watford branch since it opened a year ago, also reported higher footfall.

He said: “This is an American tradition that has come to England, but people are looking for deals so obviously it always increases sales.”

Bhasker Bhurabhai (Image: Matthew Evans) Since last Thursday F.Hinds has been offering a ‘buy one get one half price’ offer on all its jewellery and Bhasker said it was natural the promotions would encourage more shoppers.

Indeed, these offers seemed to have fulfilled their purpose with atria Watford having an added buzz to it on Black Friday.

Michael Nash’s family – who were all away shopping when we spoke to him – seemed to have got into the spirit.

Gripping several bulging bags, the 61-year-old HGV driver described himself as “carrier and taxi for the day” and said that his wife and daughters had come out of several stores with big smiles.

Even so, he is a self-confessed “sceptic” about the holiday.

Michael Nash (Image: Matthew Evans) He said: “You can get a good deal on tech if you’re spending big money but these small item shops, there’s deals throughout the year. There’s Easter deals, summer sales, end of season sales, they’re the same – it’s just another day to draw you in.”

Still, he admitted: “Lots of people have taken the day off for shopping so there must be something in it. If people are happy shopping and they think they’ve got a good deal, it’s a good thing, isn’t it?”

Maria Little and her daughter Amelia had come to Watford to start their Christmas shopping.

Maria Little and daughter Amelia (Image: Matthew Evans) Though her daughter had just got 60 per cent off some clothes as part of an online Black Friday deal, Maria – 47 and a Watford resident for 20 years – was caught in two minds.

She said: “It’s very commercial so I’m a little against the hype of it but everyone wants a deal especially in this day and age when prices have gone up by so much." 

Of all those we met, 29-year-old Jack Smith was one of the most unenthusiastic.

“If a store is willing to do it just on one day,” he said, “then they could probably do it on another as well. I think it’s just a bit crazy that everyone does it on a single day.”

Jack Smith (Image: Matthew Evans) When asked whether the deals helped him get into the Christmas spirit, with a wry grin he answered: “Bah humbug.”