Iceland store

Iceland store

Elderly shoppers at Iceland have racked up nearly eight million transactions utilising the retailer’s over-60s discount since the scheme launched last year.

Iceland claimed a supermarket first when it introduced the once-weekly discount day in May 2022, as a way of helping elderly customers mitigate the cost of living crisis. The saving, which runs on Tuesdays, gives any customer in Iceland or Food Warehouse stores who can prove they are aged over 60 a 10% discount on their shop.

Iceland said it expects to pass the eight million milestone by 31 January and is offering one customer the chance to win ”a year’s worth of shopping” as a way of celebrating the event.

“As a supermarket that strives to deliver the best value for our customers, we are extremely proud of this milestone of eight million transactions and I hope it continues to help many more of our shoppers throughout the year,” said Iceland Foods executive chairman Richard Walker.

The benefit was initially introduced on a trial basis but was extended after it proved to be a hit. The retailer said 630,000 customers had used the saving in the first four weeks of its launch.

The two most popular items purchased with the discount were four-pint bottles of Iceland’s own-brand semi-skimmed and whole milk respectively. Fyffes Bananas and Iceland’s own-brand corned beef were the next most common items.

Iceland’s Kingsbury store in London was the busiest store for the discount.

“It’s clear that not only are our over-60 shoppers regularly making use of the discount, but that every Tuesday represents an opportunity to get out into the community and socialise in store,” Walker added.

Earlier this month Iceland had said it would continue the discount until at least the end of 2023. It also extended a price freeze on its £1 or less value range as part of a wider set of price initiatives aimed at minimising the impact of rising food costs on customers.

The news comes just over a week after The Grocer revealed Richard Walker had been appointed executive chairman of the 1,100-store frozen grocery group, replacing his father and company founder Malcolm Walker.