Iceland offers over 60s 10% discount on food shop every Tuesday

Cost of living: Tesco shoppers scramble for reduced food

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As living costs continue to surge, Britons are being urged to make extra checks to find out where they can make additional savings. British supermarket chain Iceland is offering a helping hand through its over 60s discount scheme, which enables those aged over 60 the opportunity to bag 10 percent off their shop every Tuesday, with no minimum spend, across Iceland and The Food Warehouse stores.

Eligible Britons simply need to bring in a valid form of ID to redeem the discount. This includes a Senior Bus pass, a Driver’s Licence, The Senior Railcard, or a Freedom Pass.

The scheme comes as research increasingly shows pensioners to be one of the most impacted groups by the rising cost of living.

Recent data from My Pension Expert unveiled a startling one in five pensioners are skipping meals due to the cost of living crisis.

Richard Walker, managing director at Iceland, said: “We are so pleased with how well the over 60s discount has been received by the public and love hearing stories from customers who are benefiting from the discount.

“The cost of living crisis continues to cause distress in the everyday lives of these customers and that’s why we want to keep doing what we can to support them.”

On the first day that the discount was launched in May, over a third of shoppers who came through Iceland or The Food Warehouse doors used the discount, which saw over 150,000 eligible customers benefitting.

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A store in Manchester has seen customers aged 60 increasingly taking advantage of the discount.

One regular Manchester customer said, “when you’re coming for a bulk shop, it is quite a big saving” and another said, “it does make a big difference” regarding their weekly food shop.

Analysing spending habits, Iceland found that almond frangipanes are the most popular item sold on Tuesdays, signalling that the vintage cake is still in fashion with the over 60s.

Fruit teacakes, Lotus Biscoff Biscuits, and Iceland Strawberry and Vanilla Cones also rank in the top 10 most purchased using the Over 60s discount.

However, these aren’t the only products flying off the shelves since the discount. All categories have seen uplifts of up to 15 percent showing that customers are stocking up on groceries as well as shopping for their weekly essentials across chilled and frozen.

But, this isn’t the only discount scheme Iceland offers customers. Those who have hold of a Bonus Card are awarded a flat £1 bonus each time they spend £50.

This scheme runs all year round, meaning there is no cut-off point to receive a bonus. The £1 is simply added whenever £20 is deposited to the account.

People can also get ‘Bonus Card prices’ in-store, which are only available to people paying with a bonus card.

The maximum bonus that can be earned with this card is £50 and there is no expiry date.

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