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Written by Pauline Neerman
In this article
  • Companies Iceland
  • Topics Consumer behaviourMarketing
  • Geography United Kingdom
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Iceland offers discount to all over-sixties

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Food23 May, 2022
Shutterstock.com

Life is getting more expensive for everyone, but mostly so for the elderly. That is at least what British food retailer Iceland says is the reason for giving seniors a 10 % discount, if they shop on Tuesdays.

Silver Tuesdays

Discounts for seniors are becoming a trend in retail: last week, French supermarket chain Casino announced that people over 65 can get a subscription at a favourable rate, and now the British frozen food chain Iceland is introducing a discount for seniors. All over-60s get 10 % discount on their purchases if they can prove their age.

There is no minimum purchase amount, but there is a time constraint: the discount only applies on Tuesdays. Iceland claims to be the first British supermarket to offer such a discount, according to The Independent.

3/4 of seniors are worried

“The cost of living crisis has made support for these shoppers even more important, so I am proud that we are finding new ways to support them, including the launch of this discount”, managing director Richard Walker stated. Last Christmas, Iceland also ran a regional trial of discount vouchers for those on a state pension. The company is now looking to roll out the scheme nationally.

The initiative stems from a survey by Age UK, which found that three quarters of older people are concerned about the rising cost of living. A French study also showed that seniors are more affected by inflation than other population groups.

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