Market Basket Offering Year-Long Discount

Market Basket is offering a yearlong 4% discount on most of its items as the chain battles in the crowded supermarket market that includes “nontraditional” supermarkets like Walmart and Target, as well as Stop & Shop, Hannaford, Wegmans, Whole Foods and Trader Joe’s, just to name a few.

Market Basket said the yearlong program is a “thank you for continued loyalty and patronage.”

“The additional 4% off promotion caters to every shopper and is designed to thank Market Basket’s many valued customers, and to also serve as a welcoming invitation to new customers to experience ‘More for Your Dollar’ shopping,” the company said. “Market Basket will continue to keep existing prices low and continue to feature a large variety of weekly specials in its circular.

“The additional 4% off promotion is a reward for its loyal customers and an investment toward a long-term growth strategy to attract new customers, increase sales, and continue to strengthen and build Market Basket’s brand identity,” Market Basket added.

The Boston Globe estimated the discount would mean a savings of close to $400 for a family of four over an entire year.

Mike Berger, senior editor of the Griffin Report of Food Marketing, told The Globe the greater competition is good for consumers.

“This is a very aggressive supermarket environment and will become even more so during this year,” he said.

The discount program does not include beer, wine, cigarettes, gift cards, lottery and milk.