But that's not going to prevent them from taking advantage, it turns out, after new research suggested 62 per cent of adults are planning on taking advantage of deals today.
And the hysteria is spreading. The study, by Consumer Intelligence, suggested 47 per cent of those who shunned it last year are planning on taking advantage of Black Friday - although 30 per cent said they wished the US tradition had never reached this side of the pond.
It may only be a short time until Christmas - but it seems people would rather treat themselves today. Just 47 per cent said they're planning on buying something for someone else.
Meanwhile, Scotland was the area which embraced Black Friday the most, with 40 per cent saying they'll take part, while East Anglian shoppers were the most reluctant - just 28 per cent of people in the region are planning to shop today.
In London, 51 per cent of those who didn't take part last time are planning to get involved this year, while the good people of the south west are the most likely to spend online.
And 40 per cent of those expecting to spend money today said they were likely to put it on their credit card. Aaah, the true spirit of Christmas...