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Boots Advantage Card holders to get more savings than ever before, including new 10% off boots own brand products

10 May 2023
News Brand
  • Boots Advantage Card holders can enjoy even more savings on thousands of Boots Own Brand products with NEW always on 10% discount
  • Price Advantage expansion now offers savings on over 1,000 well-known brands each month
  • Price Lock promise continues with prices frozen on over 400 essentials until August.

Boots Advantage Card customers can enjoy even more savings, including a NEW, always on, 10% off Boots’ own label range, covering thousands of lines across health, beauty, suncare and baby products. With Boots own brand becoming increasingly popular, customers can get their favourite own brand products, including Soltan, 17 and Boots Collagen, for less.

The promotion also includes the Boots Everyday label, which was launched last year to help customers to easily find essential products at lowest prices. The popular range has seen a 38% sales uplift YOY and offers 120 lines across toiletries, skincare, dental, haircare, vitamins and period products. Since its launch, customers have bought 2,500 items from the Boots Everyday label each hour.

The lines are all priced from 50p to £2.50, and with the additional 10% discount, these essentials will be even more affordable for customers. In addition, Price Advantage will expand with over 1,000 products now offering exclusive savings for Boots Advantage Card holders every month. So far, over 6 million customers have taken advantage of Price Advantage promotions, saving over £36m.

Top deals on Price Advantage, available now, include:

Additionally, there are further exclusive benefits for a number of customer groups, including:

  • The Boots Student Discount offers 10% off most products
  • Over 60s rewards 8 Advantage Card points for every £1 spent on Boots Own Brand and selected exclusives
  • Boots Parenting Club members receive 8 Advantage Card points for every £1 spent on baby and also receive free gifts at key stages of your baby's development
  • Boots Opticians customers on a Contact Lens Rewards Plan will receive an extra 10% off Boots branded products, on top of their existing discount.

Pete Markey, Chief Marketing Officer at Boots comments: “Customers want instant savings so we’ve expanded Price Advantage to a huge 1,000 lines each month, with savings on some of our big name and most popular products. And with more customers choosing our own label products, we’re also adding an always on, instant 10% off our Boots Brand range, giving Boots Advantage Card holders money off 1000s of quality products from our trusted Boots brand.”

In addition to the new 10% discount for Boots Advantage Card holders and expanded Price Advantage, Boots has:

  • Extended the Price Lock promise by freezing the price of over 400 essentials until August, following consultation with The Hygiene Bank charity
  • Added more events throughout the year to give customers the opportunity to collect double and triple Boots Advantage Card points on their purchases. All customers will continue to get double points throughout their birthday month
  • A regular series of ongoing flash sales, including Boots £10 Tuesday, New ‘save up to half price on brands you love’ and ‘Freebie Friday’ promotions.



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Boots is the UK’s leading health and beauty retailer with over 52,000 team members and 2,100 stores, ranging from local community pharmacies to large destination health and beauty stores.*

Boots serves its customers and patients for life as the leading provider of healthcare on the high street and the UK’s number one beauty destination. It offers an unrivalled depth and breadth of products, which incorporates its extensive own brand range and innovative portfolio of brands, including No7, the UK’s No1 skincare brand, Soap & Glory, Liz Earle Beauty and Sleek MakeUP.

2024 marks Boots’ 175th anniversary year. Founder John Boot opened a herbalist store in Nottingham in 1849 to offer an affordable alternative to traditional medicines. His son Jesse expanded the business to become a modern retailer and the biggest chemist in Britain. Throughout its history, Boots has listened, learned and innovated, and it continues to challenge itself to improve its products and services every day.

Boots is part of Walgreens Boots Alliance, which is a global leader in pharmacy-led, health and wellbeing retail.  More company information is available on

*Figures accurate as of 30 November 2023