J Sainsbury : Hang with the cool cats this Black Friday on argos.co.uk with the UK’s first ever ‘Mew-Tube’

As the UK prepares for Black Friday - the busiest and most intense shopping day of the year - stress levels are expected to rise dramatically as savvy shoppers frantically search for the best deals ahead of Christmas.

To combat the shopping-stress factor and ensure that everyone remains 'paw-sitive', Argos is hosting a kitten video channel exclusively on its website for Black Friday. The kitten-themed stream will launch on Thursday 23 November and will run throughout the shopping period.

Feline enthusiasts and shoppers alike will be able to spend a moment in utter tranquility watching the cute kittens play, snuggle and sleep, all day long, simply by clicking a button on the Argos website homepage.

The Persian and Tabby cross kittens are in a comfortable custom-built environment, surrounded by Argos's latest pet range and a selection of top Black Friday products includingStar Wars BB8,Teksta Dog,My Little Pony Castle Playsetand theXBOX One X.

Mark Steel, Digital Director at Argos, said:'We know that Black Friday can feel a little overwhelming for some people as they search for the best deals, so we took this opportunity to offer a calming solution in the midst of what is, for many, a shopping frenzy.

'The calming impact that animals have on people is well documented, so our kitten live stream is designed to offer the ultimate take-a-break moment - a 'paws' for breath.

'With our stores also offering extra soothing measures this year, we are confident that we can provide the calmest Black Friday on record to date, however you chose to shop.'

This Black Friday, Argos is also making life easier for customers with its Fast Track Collection service, which allows customers to pre-pay online and collect their item from any store up to seven days afterwards, avoiding the crowds.

To help shoppers who decide to venture to the high street, Argos has drafted in 10,000 additional store colleagues and around 3,000 Fast Track home delivery drivers, using 950 delivery vans, will be operating on Black Friday.