Petrol prices have spiked as much as 38 percent over the last five years in the U.K. and continue to rise, adding one more headache to the deck of everyday concerns among British consumers, who are also grappling with rising food and rent costs. U.K. grocery chain Morrisons recently introduced the Fuel Saver program, offering discounts on the retailer’s petrol. Unlike other fuel schemes, it doesn’t require the participant to shop at Morrisons, only to buy gift cards from the chain for any of 34 participating retailers, including Toys R Us, Homebase and Boots. Consumers get 1p off each liter of fuel for every £10 worth of gift voucher. “We know that the cost of filling the family car is a real worry for our families but using Fuel Saver for purchases can lead to very large savings,” said Morrisons commercial director Richard Hodgson in a press release.
We’ve seen similar save-on-fuel schemes in the U.S. as well, from retailers including Walmart and Kroger. With many people still struggling financially even as the cost of everyday living rises, brands have opportunities to both help consumers get by on shoestring budgets while also retaining their business.