“So far today we have seen a 300% increase in sales compared to a typical Friday. Consumers still seem to be strongly motivated by Black Friday.

“While Black Friday may be portrayed as a time when consumers spend on items they don’t necessarily need, we’re seeing our customers taking advantage of offers to buy the things they would usually to look after their pets.

"While our business is normally not very seasonal, due to the fact that we sell all the foods, medicines and accessories that pet owners use regularly, we are always impressed when an event such as Black Friday results in multiples higher revenue.”