In a significant move aimed at enhancing its loyalty programme, Tesco has announced plans to extend its Clubcard benefits to millions of young shoppers under the age of 18. This development comes as the UK’s largest supermarket responds to long-standing calls for broader access to its popular loyalty scheme, which provides discounts on thousands of products, including beloved meal deals.
A Step Towards Inclusivity
Previously, Tesco’s Clubcard was limited to those aged 18 and above, leaving a substantial gap for younger customers who are increasingly feeling the pinch of rising living costs. The supermarket has not provided a specific timeline for when these changes will take effect, but a spokesperson confirmed that the company is actively reviewing the Clubcard programme to make it more accessible.
“We are actively reviewing Tesco Clubcard with the intention of making Clubcard available to under-18s this year,” the spokesperson stated. They also reassured customers without a Clubcard that they could still enjoy great value through the supermarket’s Aldi price match and everyday low prices.
Consumer Advocacy and Response
The announcement has been met with enthusiasm from consumer advocates. Reena Sewraz, the retail editor at Which?, expressed her approval, highlighting the importance of making loyalty schemes more inclusive. “Which? research shows that the savings from Tesco Clubcard can be really significant, which is why access to them matters so much for shoppers trying to make ends meet,” she noted.
Sewraz further emphasised the importance of this change, stating, “We’ve been putting pressure on Tesco for years now over its unfair policy of excluding young people, many of whom are struggling with the cost of living. We’re glad Tesco has listened — this is a big step in the right direction, provided it moves quickly to fully implement these changes.”
Regulatory Push for Change
This expansion aligns with recommendations from the Competition and Markets Authority (CMA), which reviewed supermarket loyalty schemes in 2024. The regulator encouraged retailers to expand eligibility for loyalty programmes, advocating for options that would allow young people to participate, either through parental accounts or a separate junior membership.
Data from Kantar, a research firm, indicates that the average person holds loyalty cards for three different supermarkets. However, most of these programmes require participants to be at least 18 years old. Notably, Morrisons offers a workaround by allowing younger customers to access discounts through their parents’ accounts, while Co-op permits 16-year-olds to sign up and provides a junior membership for those younger with parental assistance.
A Changing Landscape for Supermarket Loyalty
As Tesco prepares to implement these changes, the landscape of supermarket loyalty is evolving. The extension of Clubcard eligibility is not just a response to consumer demand; it reflects a growing recognition of the financial challenges faced by families, especially the youth, during these uncertain economic times.
This shift could set a precedent for other supermarkets, encouraging them to reassess their loyalty programmes and consider more inclusive policies that cater to all age groups. It remains to be seen how quickly Tesco will roll out these changes, but the commitment to inclusivity could reshape how supermarkets engage with their younger customers in the future.
Why it Matters
The expansion of Tesco’s Clubcard to include under-18s is more than just a marketing strategy; it is a crucial response to the pressing needs of young consumers grappling with the cost of living crisis. By broadening access to valuable discounts, Tesco not only demonstrates its commitment to customer satisfaction but also sets a vital example for other retailers to follow. In a time when every penny counts, such initiatives can significantly ease the financial burden on families, making a tangible difference in countless lives.
