Boots has committed to locking the prices of its most regularly purchased own-brand product lines in a bid to “reassure” shoppers amid the growing cost-of-living crisis.
Boots is freezing the prices of more than 1,500 of its own-label products until at least the end of this year as part of its Price Lock Promise.
Products included in the price freeze will span a number of categories, ranging from toiletries and health to wellness and beauty, with a focus on the lines shoppers buy most regularly.
The move comes as the BRC-KPMG retail sales monitor found that shoppers had reined in retail spending amid rising living costs.
Boots’ own-brand range now spans more than 11,000 products, with prices starting at 40p. The retailer also offers Advantage Card users access to discounts on a further 400 products each month.
Boots chief customer and commercial officer Steve Ager said of Boots’ Price Lock Promise: “We always try to offer great value and the best price for our customers. In pulling together the list of products to include in the Price Lock Promise, we reviewed the lines that customers buy most regularly as well as those that are deemed to be day-to-day essentials.
“We want customers to feel reassured that the prices of a large selection of health and beauty favourites will be staying the same, helping them to continue to buy the quality lines they love at Boots.”
Boots is the latest in a flurry of retailers to invest in lower prices or price-lock promises in recent months, including Iceland, Sainsbury’s and Tesco.
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