Iceland cuts minimum order threshold for free delivery

Iceland is trialling a reduction in the minimum spend required for free delivery from its stores and online as it looks to help shoppers grappling with the higher cost of living.

The trial will run throughout the next four weeks as the supermarket monitors customer feedback to ensure that the drops are “proving helpful”.

The threshold has reduced from £40 to £35 for next day delivery for online purchases and from £25 to £20 for same day delivery of in-store shopping.

Richard Walker, managing director of Iceland, said: “We hope that these threshold reductions will help those with smaller weekly shopping budgets by allowing them to save on the cost of fuel in taking a car to the store, as well as removing any worry about incurring delivery charges.

“This latest initiative comes on top of action we have already taken, notably in freezing the prices of hundreds of our £1 Iceland value lines, providing reassurance to the many customers who rely on these as a cornerstone of their family food shop.”

Iceland has also launched an ethical credit scheme, in association with the lender Fair For You, to provide low-cost short-term microloans to help families with their household budgets. So far this has been rolled out across the north west of England and south Wales.

Walker added: “Iceland will always stand up for its customers and we will continue to do everything we can to shield them from the huge and increasing pressures on their budgets that they are currently facing.

“We can take these actions, like offering free delivery and cutting the qualifying threshold, because we are a private company with the freedom to invest our own money to help our customers. I very much hope that others will follow our example.”