In order to drive the message, Lyst sent six of the woolly farm animals to Britain’s busiest shopping street yesterday in the hope of making shoppers think again, and head online instead.
Lyst claimed it was the only site that collated price reductions from all retailers in one place.
Chief marketing officer Christian Woolfenden said: "Heading to the high-street this Black Friday? What the flock are you thinking? We’re not pulling the wool over your eyes on this one. Lyst is the only place where you can genuinely beat Black Friday with all the sales from all the retailers collated in one place."