New research reveals that over 10 million adults in the UK (15%) plan to skip meals or eat less this January to cope with financial pressures. More than half of those surveyed expect to run out of money by mid-month, with January 15th marked as the critical point when household finances often run dry.
In response, Iceland Foods is launching its Mega Deals Event starting Saturday, January 3rd, aiming to help families stretch their budgets. The retailer’s promotions include popular multi-buy offers like 4 for £4.80, buy two get one free, five for £5, as well as half-price and better-than-half-price deals. These offers are designed to help shoppers stock their freezers and cupboards affordably during what is often the toughest month financially.
Richard Walker, Executive Chairman of Iceland Foods, explained, “January is a challenging time for millions of families. Many are cutting back, worried about the weeks ahead and making every pound count. That’s why we’re putting incredible value back on our shelves with thousands of products on offer and some of our best-ever deals.
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“At Iceland, we believe no one should have to worry about feeding their family. Our Mega Deals Event is about supporting customers to stock up, reduce waste, and get through January with greater certainty and less stress.”
The research also highlights the emotional toll of financial strain: only 25% of Brits feel in control of their finances during January, while the same proportion admit to feeling stressed, worried, or anxious about money.