B&Q is selling loft insulation at £1 a roll, which the DIY giant claims is the cheapest it has ever been sold at.
The average loft requires 22 rolls to become fully insulated, and B&Q estimates an average household could save£205 on its heating bill each year through this.
The retailer said it is aiming to sell a million rolls, saving the British public more than£9m.
B&Q said the offer is “the latest measure from B&Q designed to help people live a more sustainable life”.
The Government is set to make an announcement this afternoon on initiatives to encourage homeowners to install environmentally friendly technologies in order to reduce carbon emissions.
As part of the measure, households will be offered low-interest loans to fund the green makeovers.
B&Q and Kingfisher UK Division chief executive Euan Sutherland said: “We've just experienced the worst cold snap for many years and with money tight people are looking for ways to keep warm and save money.
“As far as I'm aware this is the first time ever a roll of loft insulation has been sold for£1. If you want one, though, you'll have to be quick because there's only a million rolls available at this price and once they're gone, they're gone.”
The offer is available in all mainland UK stores from February 13 while stocks last.
Last year the home improvement retailer launched a One Planet Home range designed to help people reduce the environmental impact of their home and help them save money.