This Black Friday a different message is emerging in the media...

Over the past four years the phenomenon that is Black Friday has grown in the UK, a transatlantic import that began as a post-Thanksgiving celebration of spending in the USA in the run up to Christmas.

Alongside its rise in popularity is the resulting PR battle to grab a share of the column inches that spin out of the shopping frenzy. For me, the winner this year is definitely online classified ads website Gumtree, with a counter-intuitive survey showing that impulse buys will lead to a mountain of waste being sent to landfill.

In a landscape where 'just about managing' families are a new theme in the press and a vote to chase for political parties, it's interesting to note that a more sober message is emerging - don't splurge, stop and think.