Iceland to give students 10% off every Wednesday during exams

Iceland Foods has launched a new student discount in its stores.

Any shopper who shows a valid student ID will receive 10% off of their shop in Iceland and Food Warehouse stores every Wednesday throughout May. There is no spending limit.

The temporary discount – which launched on 6 May – would help support students dealing with “the rising cost of everything” during exam season, said executive chairman Richard Walker, in a LinkedIn post announcing the new offer.

Iceland has also launched a new “dedicated student aisle” at its Merrion Shopping Centre store in Leeds. It will stock lines from Iceland’s £1 or less range, including ready meals.

“It’s a simple gesture, but it matters,” Walker said. “Because doing the right thing isn’t about big, showy commitments. It’s about looking at what people are going through and doing something practical to help. That’s been a guiding principle at Iceland for decades.”

He continued: “We know that for many students, this exam period is not just stressful but financially tight. The first increase in tuition fees in eight years is kicking in, with the average rise set to be £285. Food prices, like everything else, are a growing concern, and this is one way we can offer support where it’s needed most.”

The student discount follows the same principle as Iceland’s over-60s discount, which gives any shopper aged 60 and above 10% of their shop every Tuesday. Iceland claimed a supermarket first when it launched the offer in 2022. In January 2023 it said more than eight million shoppers had used the offer during the first year.

Iceland has not confirmed whether it intends to make the in-store student offer a permanent fixture of its seasonal promotions schedule.

The supermarket also offers new student shoppers £6 off a £45 shop online, as well as a £2 off a £70 shop if they register online through a partnership with Student Beans.