Meijer, a supercenter chain with stores across the Midwestern U.S., was once known for offering a generous discount to its senior citizen customers. However, in recent years, the retailer has phased out this popular perk, leaving many older shoppers frustrated and seeking alternative ways to save. In this article, we‘ll take an in-depth look at the history of Meijer‘s senior discount, the impact of its cancellation, and what the future may hold for senior shoppers at Meijer and beyond.
The Importance of Senior Discounts
For many older adults, senior discounts provide a crucial lifeline in making everyday expenses more manageable. According to the U.S. Bureau of Labor Statistics, households headed by someone 65 or older spend an average of $45,756 per year, with a significant portion going toward groceries, healthcare and utilities.1 At the same time, the median income for seniors is just $44,992, meaning many are living on tight fixed incomes.2
Research shows that seniors are among the most likely to use coupons and discounts when shopping. A study by the University of Pennsylvania found that 90% of seniors surveyed reported using coupons or discounts at least occasionally, compared to 86% of the general population.3 "For seniors living on a budget, even small discounts can add up to significant savings over time," notes retail analyst Sarah Davis. "They often have the time and motivation to seek out deals more than younger shoppers."
The senior population is also rapidly growing. According to the U.S. Census Bureau, the number of Americans aged 65 and older is projected to nearly double from 54 million in 2019 to 95 million by 2060.4 As more Baby Boomers reach retirement age, their collective spending power and economic influence will only increase, making them a key demographic for retailers to court.
The Rise and Fall of Meijer‘s Senior Discount
For many years, Meijer offered a generous discount program for its senior customers. Every Tuesday, shoppers aged 60 and up could receive 5-10% off their total purchase, with some exclusions. The discount could be combined with coupons and other promotions for even greater savings. Meijer also offered special senior-friendly services like complimentary wheelchair rentals, prescription delivery and carryout assistance.
However, starting in 2018, Meijer began quietly phasing out the senior discount across all of its 253 stores.5 Weekly senior discount days were eliminated, and older shoppers were no longer given any special perks or promotions based on their age. Meijer didn‘t make any formal announcement about the change, but it was confirmed by customer service representatives and reflected in updated signage.
So why did Meijer decide to end a program that was so popular with seniors? In a statement, company representatives said the move was part of an effort to offer low prices to all shoppers, every day. "At Meijer, we‘re committed to providing value to all of our customers, regardless of age," the statement read. "Rather than offer specific discounts to certain groups, we focus on keeping our everyday prices as low as possible for everyone."
However, some retail experts believe the decision may have been more about cutting costs than helping customers save. "Offering a blanket discount to seniors, a group known for strong brand loyalty and frequent shopping, can eat into profits over time," says Dr. William Jones, professor of retail management at Michigan State University. "By eliminating the senior discount, Meijer likely saw an opportunity to boost margins without losing too many customers."
Backlash and Alternatives
News of Meijer‘s phaseout of the senior discount was met with disappointment and anger from many older shoppers who had come to rely on it. "I‘ve been shopping at Meijer every week for 30 years, and getting that discount made a real difference in my budget," says 72-year-old Margaret Shaw. "It feels like a slap in the face to have it taken away with no warning."
Other seniors reported taking their business to competitors that still offer age-based discounts, like Walgreens, Rite Aid, Kroger and Albertsons. "If Meijer doesn‘t want to reward my loyalty, I‘ll shop somewhere that will," says 80-year-old Harold Simmons. "There are still plenty of stores that understand the value of senior customers."
Despite the negative reactions, Meijer has so far shown no signs of reinstating the senior discount. In the meantime, the retailer has emphasized other ways for all shoppers, including seniors, to save:
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mPerks: Meijer‘s free digital coupon and rewards program lets customers clip coupons and earn points on purchases for future savings.
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Markdown Sections: Clearance racks and end caps feature deeply discounted seasonal items, perishables, and other products.
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Loyalty Programs: Meijer credit card holders can earn extra rewards on fuel and grocery purchases.
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Weekly Sales: Meijer‘s weekly ad circulars in-store and online highlight the latest deals and promotions.
While these programs can lead to savings, they often require more effort and planning than an automatic senior discount. "Clipping digital coupons and chasing sales is a lot more work than just showing my ID for a percentage off," says Simmons. "It‘s not very senior-friendly."
The Future of Senior Discounts
As the senior population continues to grow and exert more economic influence, retailers like Meijer may need to reevaluate their stance on senior discounts. Experts predict more stores will find ways to court older shoppers through a mix of exclusive perks and personalized incentives.
"Smart retailers will tailor their discounts and rewards to items that seniors frequently buy, like health products, home goods, and groceries," says Davis. "Instead of one-size-fits-all percentages off, we may see more targeted BOGO deals, bonus points, or cash back offers."
Retailers may also need to invest in senior-friendly services and accommodations beyond just discounts. "Simple things like wider aisles, brighter lighting, magnifying glasses, and more places to sit can make a store much more appealing to older shoppers," says Jones. "Seniors also value exceptional customer service and fast, friendly checkout experiences."
Some retailers are already exploring new senior discount models. In 2021, Walgreens launched "myWalgreens Seniors," a special tier of its loyalty program that gives shoppers aged 55 and up extra perks like 5x daily points on certain purchases, exclusive promotions, free shipping, and charity donation options.6
Other companies are catering to tech-savvy seniors with apps designed to aggregate senior discounts. The popular "Senior Discounts & Coupons" app by Giving Assistant compiles verified deals for seniors from thousands of retailers and restaurants, organized by category and location.7
Conclusion
For now, Meijer seems committed to its strategy of offering low prices to all shoppers rather than specific discounts to seniors. But as the 65+ population grows in size and spending power, the retailer may need to find new ways to attract and retain older customers.
"Meijer has been my go-to store for decades," says Shaw. "But if they keep ignoring seniors‘ needs, I may have to take my business elsewhere. I hope they reconsider and bring back some kind of discount or rewards program for loyal customers like me."
Only time will tell if Meijer will reverse course on senior discounts, or if more retailers will follow suit in phasing them out. In the meantime, savvy senior shoppers will need to work a little harder to find the best deals and discounts. But with a growing array of options both in-store and online, there are still plenty of ways for older adults to save on everyday purchases.
Sources
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U.S. Bureau of Labor Statistics. (2021). Consumer Expenditure Survey, 2019-2020. https://www.bls.gov/cex/tables/calendar-year/mean/cu-all-detail-2020.pdf
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U.S. Census Bureau. (2021). Income and Poverty in the United States: 2020. https://www.census.gov/library/publications/2021/demo/p60-273.html
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University of Pennsylvania School of Medicine. (2012). Seniors‘ Use of Coupons and Discounts. https://ldi.upenn.edu/brief/seniors-use-coupons-and-discounts
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U.S. Census Bureau. (2020). 65 and Older Population Grows Rapidly as Baby Boomers Age. https://www.census.gov/newsroom/press-releases/2020/65-older-population-grows.html
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Meijer, Inc. (2021). Our Stores. https://www.meijer.com/about/our-stores.html
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Walgreens. (2021). Say Hello to myWalgreens. https://www.walgreens.com/mywalgreens.jsp
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Giving Assistant. (2021). Senior Discounts & Coupons App. https://givingassistant.org/senior-discounts-app
