Iceland offers discount to all over-sixties

Life is getting more expensive for everyone, but mostly so for the elderly. That is at least what British food retailer Iceland says is the reason for giving seniors a 10 % discount, if they shop on Tuesdays.

Silver Tuesdays

Discounts for seniors are becoming a trend in retail: last week, French supermarket chain Casino announced that people over 65 can get a subscription at a favourable rate, and now the British frozen food chain Iceland is introducing a discount for seniors. All over-60s get 10 % discount on their purchases if they can prove their age.

There is no minimum purchase amount, but there is a time constraint: the discount only applies on Tuesdays. Iceland claims to be the first British supermarket to offer such a discount, according to The Independent.

3/4 of seniors are worried

“The cost of living crisis has made support for these shoppers even more important, so I am proud that we are finding new ways to support them, including the launch of this discount”, managing director Richard Walker stated. Last Christmas, Iceland also ran a regional trial of discount vouchers for those on a state pension. The company is now looking to roll out the scheme nationally.

The initiative stems from a survey by Age UK, which found that three quarters of older people are concerned about the rising cost of living. A French study also showed that seniors are more affected by inflation than other population groups.