“I’m glad there are a growing number of senior discounts,” Linda Groom from Las Vegas says. “It’s like a reward for getting old. It is a way to recognize our status. There should be even more discounts to recognize us.”
While senior discounts are ubiquitous, not everyone likes them. Sometimes, even seniors don’t like them. My brother, who is in his mid-70s loathes them.
“When someone asks me if I want a senior discount, I ask them what makes them think I’m a senior,” he says. “That usually stops them in their tracks. I think senior discounts do more harm than good. It perpetuates age bias.”
Not everyone agrees with him, not even me. I don’t mind getting a discount or even the free soda that Chick-fil-A offers to seniors. It doesn’t take much to decide to go to Chick-fil-A anyway, but the free soda or lemonade is a nice incentive to choose to go there for a quick bite.
Ah, there it is: senior discounts as an advertising ploy. Maybe they are more about attracting customers than reducing the cost of a product or service. At least, that’s what more than one observer has noted.
Advertising gimmicks aside, a surprising number of senior discounts are also outdated — with more than 90% of senior discounts promoted online are unverified, according to agingtoday.com.
So what’s the big deal if most senior discount lists are outdated? Well, if you go to a local fast food store or restaurant expecting to receive a senior discount, you might be disappointed to learn at the point of purchase that they no longer had the discount you were expecting.
So, while retail stores may suggest that senior discounts aim to help reduce costs for those on fixed incomes, the facts seem to suggest otherwise. Senior discounts drive purchases and seem often to be more about creating an intent to buy than simply a way to reduce seniors costs.
A recent McKinsey and Company report even highlighted that such discounts are among the top reasons influencing purchasing decisions, particularly among retail and online shoppers. In the travel and hospitality industry, Expedia reports that discounts of all types are a huge factor in booking a trip and more than 70% of travelers would book a trip sooner if discounts were available.
Behavioral economists report that we buy more stuff — whether we need it or not — and more often when discounts are available including senior discounts. My father-in-law used to joke that he bought oars for a canoe because the price was discounted even though he didn’t own a canoe. He just couldn’t pass up a good deal, he would say with a wink.
While it is apparent that senior discounts influence what we buy, they often have other, secondary benefits that everyone can gain from through their use. For instance, the Utah Transit Authority offers a 50% reduced fare to seniors age 65 and older who apply for a Reduced Fare FAREPAY card.
The U.S. Department of Transportation reports that such incentives reduce highway and street level congestion and especially benefit commuter traffic. Who doesn’t want that?
Annual “America the Beautiful” national park passes are available only to seniors as an incentive to visit national parks. Before 2017, lifetime passes for seniors were available for only $10, but Congress mandated a new price structure that year.
They are now $80 for an annual pass and can be used with accompanying children at any of the more than 2,000 national parks and recreation areas in the country. Using these passes to spend time in nature is a documented way of promoting longevity and personal health, according to researchers at Penn State.
Instacart offers senior customers specialized support setting up a new account or placing an order. How’s that for special treatment?
While there are some genuine deals available for seniors, they vary widely. Some are valuable and genuine, while others are marginal and not even legitimate. In order to get some other advertised discounts, seniors must jump through hoops, sign up for memberships, or even spend more than they save.
As prices rise and companies change their policies, it’s time to ask: Are these senior discounts really worth the hassle?
The answer, of course, is “it depends” on the product, service and company. Like so many things, it is important to research discounts and ensure they are accurate, up-to-date, and worth it. Instead of automatically seeking out senior discounts, compare other available prices, use technology, and ask questions. The best deal isn’t always the one labeled “senior” — it’s the one that saves you the most money or offers a needed service with the least hassle.