Iceland has announced that, by next week, eight million weekly shops will have benefited from its over-60s 10% discount since it was first introduced in May last year.
To celebrate, the frozen food specialist will be giving one shopper a year’s worth of shopping. It has been forecasted that on Tuesday 31st January, the eight millionth transaction will take place and Iceland store staff will get alerted to give the shopper the news.
Iceland introduced the over-60 discount as a trial to establish its need during the cost-of-living crisis. Within the first four Tuesdays, 630,000 customers made use of the saving and the retailer continued with the scheme.
Richard Walker, Executive Chairman at Iceland, said: “It’s clear that not only are our over-60 shoppers regularly making use of the discount, but that every Tuesday represents an opportunity to get out into the community and socialise in store. As a supermarket that strives to deliver the best value for our customers, we are extremely proud of this milestone of eight million transactions and I hope it continues to help many more of our shoppers throughout the year.”
