Ahead of the key Christmas trading period, Iceland has doubled the number of items available as part of its £1 or less promotion.
More than 1,000 of its value range products are now included in the offer, which has been running throughout 2023 as part of the chain’s moves to support customers during the cost of living crisis.
Iceland executive chairman Richard Walker said: “We know the cost-of-living crisis is still very much in the minds of families as we approach the Christmas period. To ease the pressure on our customers, not only are we offering low prices but a commitment to keeping them that way with our value range price freeze.
“Spanning a range of household essentials and family favourites, we know these are the products our customers love, and most importantly, use daily.
“It’s why already this year we’ve created more ways for families to access the products they need most, by doubling the number of price-slashed products to 1,000 and greatly expanding our range of £1 items.”
Latest accounts filed this week by Iceland confirmed that the frozen food specialist had been impacted by a hefty rise in its energy bill after the surge in wholesale prices following the outbreak of war between Russia and Ukraine.
Whilst several of the leading supermarket chains have launched lavish Christmas campaigns this year, Iceland revealed earlier this month that it won’t be releasing a festive TV ad in order to invest in supporting its customers during the cost of living crisis.
NAM Implications:
- An eye/headline-catching offer that could draw needy customers into Iceland stores.
- And once inside, who really wants to continue the shopping trip elsewhere
- Not easy to copy.
- So Iceland could maintain an edge in the remainder of the Golden Quarter…
