Iceland is set to become the first major high street supermarket to offer discounts in store depending upon the age of a person. Qualifying shoppers could save 10 percent off whatever they spend.
If you are under 25 (or look it) you'll be used to showing ID at a supermarket but as high street retailer Iceland gets set to launch a new discount for shoppers at the other end of the age scale, those aged over 60 should get ready to be asked the same question.
The discount will be in place on Tuesdays only, according to the Mirror. And you must be over 60 to qualify.
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Every Tuesday from Tuesday, May 24, anyone aged 60 or over will be able to claim the offer in-store at branches of Iceland and The Food Warehouse by showing a proof of age. There is no minimum spend and the discount applies across all products and ranges.
The retailer said it decided to launch the offer after Age UK recently revealed that three-quarters of older people in the UK (9.4 million) are worried about the rising cost of living. It will be the first supermarket to launch a discount for the over 60s.
Richard Walker, managing director at Iceland, said: “We have a long history of supporting our over 60s customers, such as when we launched ‘Elderly Hour’ at the height of the pandemic.
"The cost of living crisis has made support for these customers even more important, which is why I’m proud that we’re finding new ways to support them, including the launch of this discount. We hope it will help all those in this age category to cut costs where they can.”
Last Christmas Iceland ran a regional trial offering those receiving a state pension £30 vouchers and is now exploring a national rollout ready for this summer. The supermarket says it is "doing what we can to keep costs down" on products as people across the country struggle with soaring prices.
This week Andrew Bailey, governor of the Bank of England issued an "apocalyptic" warning over food supplies and skyrocketing costs for consumers. He said the situation is “very, very difficult” with inflation soaring and warned “there’s not a lot we can do about 80% of it”.
