In a significant shift aimed at enhancing accessibility, Tesco has announced plans to extend its popular Clubcard loyalty programme to millions of under-18 shoppers later this year. This move comes as part of the supermarket’s commitment to making discounts available to a broader demographic, particularly amidst rising living costs that have hit young people hard.
A Step Towards Inclusivity
The Tesco Clubcard has long been a staple for many shoppers, offering discounts on thousands of products, including the beloved meal deals that have become a household favourite. Currently, the programme is largely restricted to those aged 18 and over, but Tesco’s new initiative aims to change that. A spokesperson for the supermarket confirmed, “We are actively reviewing Tesco Clubcard with the intention of making Clubcard available to under-18s this year.”
This change holds particular significance as it responds to growing calls from consumer advocates who have highlighted the need for loyalty schemes to be more inclusive. Reena Sewraz, retail editor at consumer champion Which?, expressed her gratitude for the decision, 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.”
The Push for Broader Access
The announcement aligns with recommendations from the Competition and Markets Authority (CMA) made during its review of supermarket loyalty schemes in 2024. The CMA encouraged supermarkets to do more to facilitate access for under-18s, suggesting methods such as enabling participation through a parent’s account or creating junior membership options. While current eligibility rules were deemed compliant with consumer law, the regulator’s insights have evidently spurred Tesco to take action.
Data from research agency Kantar reveals that the average shopper possesses loyalty cards from three different supermarkets. However, the majority of these schemes typically require participants to be at least 18 years old. In contrast, some competitors, like Morrisons and Co-op, have already taken steps to include younger customers in their programmes, allowing access via parental accounts or offering junior memberships for those aged 16 and over.
Addressing the Needs of Young Consumers
With many young people facing economic challenges, the expansion of the Clubcard offers a vital opportunity for them to benefit from savings that can significantly ease financial pressures. This is particularly important as the cost of living continues to rise, affecting families and young individuals alike. The ability to accumulate points towards cash vouchers and discounts will likely resonate well with teenagers and young adults who are increasingly budget-conscious.
While the specific timeline for the implementation of these changes has yet to be disclosed, the announcement has sparked hope among consumers looking for ways to navigate the current financial climate more affordably.
Why it Matters
The inclusion of under-18s in Tesco’s Clubcard programme is more than just a marketing strategy; it reflects a growing recognition of the financial struggles faced by younger consumers. In an era where youth unemployment and the cost of living are pressing concerns, access to discount schemes can provide critical support. By expanding its loyalty programme, Tesco not only broadens its customer base but also acknowledges the importance of youth engagement in retail, paving the way for more inclusive practices across the industry. This decision could set a precedent for other supermarkets to follow, ultimately fostering a more equitable shopping environment for all.
