Iceland Foods is offering free same-day delivery to new online customers, in a bid to drive registrations in the run-up to Easter.
The offer, which runs from 26 to 29 March, will allow any online shopper making their first order, and who spends above £40, to reserve same-day delivery slots “in under two hours” of making the order.
Iceland usually charges a £3.20 delivery fee for any same-day delivery slot. Orders must be over £25 and are dispatched from the nearest Iceland or Food Warehouse store.
The supermarket claimed the promotion would help shoppers cope with the “crippling” cost of energy, fuel and food prices amid the disruption from the Iran war. However, it is the latest effort to expand its online registrations.
Iceland enjoyed “record” online sales last year, however the uptick in volumes, alongside increased volumes in stores led to “significantly increased costs across its delivery network”.
It has also been rapidly expanding its Amazon delivery offer across the UK over the past year, having rolled out a new store-fulfilled operating model in March 2025.
In August, Iceland also rebranded and relaunched its Bonus Card scheme in a major new push to grow membership. Bonus Club members access free home delivery if they spend over £40 in store.
“We know that customers are feeling the pinch in the run-up to Easter, especially as uncertainty from the Middle East has already put prices up at the pump,” said executive chairman Richard Walker, who was also appointed as Labour’s cost of living tsar in February.
“We’re proud to introduce this promotion across our same-day offering this weekend, helping families stock up on essentials ahead of the Easter break.”
Free delivery is available “while slots last”. Slots close at 9pm each day.
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