Boots extends its 'Price Advantage' promo – but how good are the deals?

Advantage cardholders get up to 50% off 100s of items, but they're not usually cheapest

In January, Boots introduced a discount scheme for customers with its Advantage loyalty card, giving exclusive deals when shopping in store (similar to Tesco's 'Clubcard Prices'). It's now extended this 'Price Advantage' offer to online shoppers and says it's added 100+ more products to the promo – so I've crunched the numbers to see if the deals are actually any good.

There are about 250 Price Advantage offers online (it initially launched in-store with about 150 items), with the majority being beauty, skincare and toiletries from brands such as Garnier, L'Oréal and Nivea, as well as Boots own-brand – see all Price Advantage deals*.

How good are the Price Advantage deals? Our analysis shows they're often beaten elsewhere

When I checked, some items had 50% off, though some had a much smaller discount, as little as 18% off. The table below shows 10 items chosen at random on Friday 8 April, which are also available at other retailers. Seven items were cheaper elsewhere (marked with a 🔴), two were the same price (marked with a 🟡), and only one was cheaper at Boots when using this offer (marked with a 🟢).

Example Price Advantage deals & how they compare

Product Usual Price Price Advantage deal Discount Is Boots cheapest?
Maybelline colossal curl bounce mascara £10.99 £8.99 18% 🔴No - £7.98 at Savers
Garnier Ultimate Blends banana shampoo, 350ml £6 £4 33% 🔴No - £2.99 at Superdrug
Pixi Double Cleanse £24 £16 33% 🟢Yes - £24 at Pixi
Oral-B 3D White Clinical Diamond Clean toothpaste, 70ml £16 £8 50% 🔴No - £7.99 at Superdrug
CeraVe SA smoothing cleanser with salicylic acid, 236ml £12 £9 25% 🔴No - £8.99 at Superdrug
Gillette Fusion5 men's razor 12-pack refill blades £27.99 £23 18% 🔴No - £21.95 at OnBuy
L’Oréal Paris Men Expert Hydra Energetic Anti-Fatigue Moisturiser, 50ml £10.59 £7 34% 🔴No - £5 at Wilko
Arm & Hammer Charcoal White Natural Toothpaste 75ml £3 £1.50 50% 🟡Same price at Sainsbury's
Nivea Men Crème, All Purpose Cream for Face, Body & Hands, 150ml
£5.19 £3 42% 🔴No - £2.69 at Superdrug
TRESemme Rich Moisture Shampoo, 900ml £6 £3 50% 🟡Same price at Sainsbury's

While the above is a snapshot of what's on offer, my analysis shows it won't be a winner every time, so don't assume that because it's a deal, it's a good one. Always compare prices at other retailers to check you are getting the best price.

Of course, if you're a fan of products such as No7 which can only be bought at Boots then any discount on them will be the cheapest you'll find it without waiting for special pricing events such as Black Friday.

You'll still get Advantage Card points on purchases

It's worth keeping in mind that two of the ten prices above were only cheaper elsewhere by 1p, so if you don't have or don't want to shop at Superdrug and have an Advantage Card, you'll still get four reward points for every £1 spent. As each point is worth roughly 1p, the Price Advantage offer would still be worthwhile.

How to get Price Advantage offers in-store or online

You have to be signed up to Advantage Card, or join for free online*. Discounts will be automatically deducted when you're signed in online, and buy an eligible product for delivery or click and collect, or from a Boots store (smaller stores may not have the offers) when you scan your card. Products in the Advantage card promo are clearly marked in stores and online*.

Have you used the Boots Price Advantage offer? What do you think of it? Do you have any more tips on reducing the cost of your Boots shop? Let me know in the comments below, or on Twitter.