A Black Friday sale in the middle of summer beginning at the cool predawn hour of 5am is the refreshing concept that Gibbons Company Ltd launched last week.

Dubbed the ‘white hot sale’, it then ran through the weekend.

Chief executive officer Paul Clarke said the Black Friday event generated a “terrific response” from customers.

“We do not give out any numbers but it was very successful and most of all our customers really appreciated it.”

Sale prices included deep discounts at the home store, with 75 percent off some bedding and accessories, 75 percent off hide rugs and throw pillows, while a bedside caddy was just $4.99. In the Gibbons Company basement, Lennox margarita glasses were 75 percent off, as were selected Denby dinner and serving pieces. All luggage was also reduced by 75 percent, and clothing was steeply discounted.

This week, fashion, lingerie, shoes, kids, men’s, as well as stock from their basement and home store are on sale.

Summer items include Charcoal Companion BBQ equipment and beach towels at 40 percent off. Ladies’ swimwear is on sale at 75 percent off, and men’s swim shorts by Original are 30 percent off. Designer fashions from Mango and Desigual are both on sale

Ms Clarke explained: “Each year we do something different for Cup Match.”

She said: “If you remember, we did $2 flip flops about five years ago, and we have done hot fashion items of the season, such as maxi dresses.”

The year’s initiative has generated “lots of positive comments” from customers, she said.

Gibbons Company has thrown their doors open very early in the morning for the traditional, day after American Thanksgiving black Friday in previous years.

Gibbons is now running a pre-Cup Match sale from July 21 to August 3.

And now, Gibbons is now running a pre-Cup Match sale from July 21 to August 3.