20. Savings for Seniors

Photo: Seniors like those from the Merdeka Generation receive special discounts from FairPrice outlets. Source: FairPrice Group

Being a senior has its perks, especially at FairPrice stores where they receive special shopping discounts from Mondays to Wednesdays.

Every Monday and Wednesday, Pioneer Generation (PG) Singaporeans born before 1950 are offered a 3 per cent discount. Every Tuesday, residents above 60 years old will enjoy 2 per cent off their purchases under the Seniors Discount Scheme. And every Wednesday, Merdeka Generation (MG) Singaporeans born in the 1950s enjoy a 3 per cent discount.

Altogether, FairPrice gave out more than $11.5 million in savings through these discount schemes in 2022.

The retailer was the first among supermarket chains to offer senior shoppers such benefits, starting with the Seniors Discount scheme back in 2002. Competitors soon followed suit. The PG discount started later in 2014, and MG discount in 2019.

During the COVID-19 pandemic, PG discount benefits were extended to family members who helped their elderly relatives shop for groceries – as seniors were encouraged to stay home to minimise contact with the virus.

Then-FairPrice Group Chief Executive Officer, Mr Seah Kian Peng said this would strengthen family support for the elder generation. “Beyond helping seniors to stretch their dollar, this initiative also encourages family members to check in with their elderly parents who may be living on their own, as we recognise having strong family support is important to one’s overall well-being,” he said.

Since its humble beginnings in a corner of Toa Payoh, NTUC FairPrice has become the quintessential Singaporean supermarket. The leap from a single store to a grocery giant is a tale of retail reinvention – a half-century journey that saw the cooperative confront crises and challenges, revamps and even robbers.

As it expanded and evolved, FairPrice never wavered from its core mission: to moderate the cost of living for consumers. It Takes a Great Deal - A Catalogue of FairPrice Group Stories encapsulates the birth of the consumer cooperative in 1973 and its transformation into a $4 billion food enterprise that is now called FairPrice Group.

Through 50 remarkable stories, we celebrate the people, products and places that mark significant milestones for the food retailer over the last five decades, charting its growth and successes in the past, present and into the future.