Shoppers at popular supermarkets like Tesco, Lidl, Morrisons, and Sainsbury’s have been warned about a hidden barrier to accessing lower prices: loyalty schemes with age restrictions. These schemes, such as Tesco Clubcard prices, Sainsbury’s Nectar Card prices, and Boots Advantage card discounts, have become increasingly popular with retailers, creating a ‘two-tier’ pricing system where cardholders enjoy lower prices while others pay significantly more.
However, a recent report by consumer magazine Which? reveals that young people, including young carers, the homeless, and other vulnerable groups, are being left behind. The report highlights that a 17-year-old single mother might not be able to access discounts on baby food, and a homeless person could be forced to pay higher prices for a meal deal. This is due to age restrictions on loyalty scheme sign-ups.
Sainsbury’s, Lidl, Tesco, and Waitrose require individuals to be at least 18 years old to join their loyalty card schemes, while Co-op and Morrisons set the age limit at 16. Boots and Superdrug allow members from age 13 onwards. Meanwhile, Asda’s Asda Rewards app offers cashback on certain ‘star products’ but doesn’t yet offer exclusive pricing for its members.
Harry Rose, editor of Which? magazine, expresses concern: “Our research shows that different supermarkets and retailers have varying requirements for their loyalty schemes, which can exclude some individuals from accessing lower prices due to factors like minimum age requirements or needing an email address. All retailers should prioritize making their best deals accessible to all customers by adjusting their sign-up conditions.”
This report raises important questions about fairness and inclusivity in supermarket pricing. As loyalty schemes become increasingly commonplace, it’s crucial to ensure that all consumers, regardless of age or circumstances, have access to the best possible deals.