Iceland’s over 60s discount is proving popular with over 4 million transactions made since the discount was introduced in May. With over 630,000 shoppers using the discount in the first 4 weeks alone. 

Every Tuesday, all those who are aged 60 and over can bag 10% off their shop, with no minimum spend, across Iceland and The Food Warehouse stores. Iceland Foods is the first and only supermarket in the UK to be offering this type of discount as it continues to help its shoppers tackle the rising costs of living.

On the first day of the discount, over a third of shoppers who came through Iceland or The Food Warehouse doors used the discount with over 150,000 eligible customers benefitting.

At a store in Manchester, customers aged 60 and over have been flocking to the store on a Tuesday to take advantage of the discount. One 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.

As the cost-of-living crisis continues to impact shoppers baskets, shoppers in Urmston, Manchester, have been changing their habits to cut costs with one shopper saying, “I think everyone is looking to save a little bit here and there”, and another explaining how she tries “to get something that isn’t going to take too long to cook”.

Richard Walker, Managing Director at Iceland, said: “We are so pleased at 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.”

The over 60s offer has also helped to bring communities together. At an Iceland store in Caernarfon, two women who are eligible for the discount were seen by a staff member having a hug, with tears in their eyes, after not seeing one another for a long time.

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

Shoppers who are craving the classic treat, can get Mica Belgian Frangipanes Almond Flavoured Cakes (4pk) for just £1.00 in-store and online at Iceland and The Food Warehouse. 

Mica’s Almond Cakes isn’t the only product flying off the shelves since the discount. All categories have seen uplifts of up to 15% showing that customers are stocking up on groceries as well as shopping for their weekly essentials across chilled and frozen.

The 10% discount is available in-store only and to receive the over 60s discount, shoppers simply need to show proof of age at the checkout, which could be a driving license, senior bus pass, senior rail card or Freedom Pass.

For more details on Iceland’s offerings see https://www.iceland.co.uk/ or, for full terms see here: Terms & Conditions (iceland.co.uk)