Vanilla Blush's CEO, Nicola Dames, has called on citizens to keep their cash "and ignore so-called Black Friday". 

The award winning businesswoman said: "People like to shop. I know this, I love nothing better than shopping. People also love to celebrate. Again, I know this, I love nothing better than to celebrate.

"However, the two can naturally merge, such as with Christmas, which predates consumerism but also accomodates the modern expression of celebration. But this so-called Black Friday marketing gimmick is just that, a marketing gimmick."

The international entrepreneur concluded: "I honestly would rather people, including our great Vanilla Blush customers, kept their cash today to protest this pressure to perpetually purchase by just saying no and ignore so-called Black Friday."