Iceland Offers £1 Reward to Shoppers Who Report Shoplifters
Supermarket chain Iceland has launched a new initiative that will see customers rewarded with £1 credit on their Bonus Card if they report shoplifting incidents in-store.
The company’s executive chairman, Richard Walker, said the move is aimed at tackling the growing problem of retail theft, which costs the business an estimated £20m annually. He stressed that these losses not only affect profits but also limit Iceland’s ability to reinvest in wages and keep prices down.
“We’re asking loyal customers to help us by alerting staff when they see theft happening. If their report helps catch a shoplifter, we’ll add £1 to their Bonus Card to spend in store,” Walker said, adding that customers will not be required to directly confront thieves.
Instead, shoppers are encouraged to find the nearest staff member and provide a clear description of the suspected offender. Iceland confirmed that a report will still qualify for the reward once it is verified, even if the shoplifter is not immediately apprehended.
Walker announced the scheme on Channel 5 News, saying shoplifting is not a “victimless crime” but one that involves “cost to businesses, staff, and sometimes even intimidation and violence.”
The rollout comes as shoplifting across England and Wales reaches record levels. According to the Office for National Statistics, police logged 530,643 shoplifting cases in the year to March 2025 – a 20% increase on the previous year and the highest figure since current records began in 2002-03.
It’s not just supermarkets feeling the pressure. Nine in ten pharmacies also reported a rise in theft and aggression toward staff in the past year. In response, the government has promised to boost neighbourhood policing, with thousands more officers expected on patrol by spring 2026.
