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Princess Cruises in the UK claims a Black Friday sales promotion “comfortably surpassed” last year.

Black Friday proved to be the busiest day of the year for the company as it discounted 29 cruises next year to destinations including the Mediterranean, Scandinavia and Russia.

The line exceeded its target for the four-day sale period by the close of business on Saturday, but declined to disclose figures.

However, the company said the sales over the period contributed to its “strongest ever” fourth quarter.

Princess Cruises was the first line to run a Black Friday sale, after it launched a dedicated campaign in 2014

Other lines in the UK joined in this year, such as sister company P&O Cruises and rival Celebrity Cruises.

Princess Cruises has now followed the Black Friday promotion with a series of deals to mark its 50th anniversary tomorrow [Thursday], including $50 on board spend, a £50 deposit offer and 50% discounts on third and fourth passengers sharing a cabin.

The offer runs until December 22 and is available on 50 cruises, with destinations including Europe, Asia and the Caribbean, includes 15 sailings on 3,000-passenger Emerald Princess from Southampton next year.

UK and Europe vice president, Tony Roberts, said: “Our agent partners really backed our Black Friday sale so a huge thanks from us to them for all their support.

“It’s clear that our deals provide a great incentive for guests to book with Princess, and in turn agents are really pushing Princess even in a crowded market.”