Wyevale Garden Centres is to introduce '10 per cent off Fridays' during the prime gardening season, in an effort to increase footfall and sales growth.
The garden centre group will hold three promotional days in April and introduce discount Tuesdays for the over-60s.
DIY retailers such as B&Q hold similar promotions for the elderly, and Wyevale is determined to take a greater share of the grey pound.
Chief executive Bob Hewitt said that he expects Tuesday to be the third busiest day of the week. He is convinced the ploy will deliver double-digit growth compared with the same days last year.
Hewitt added that the 124-store chain will continue on the acquisition trail, and sees 200 independent garden centres as potential opportunities.
Wyevale reported preliminary pre-tax profits up 12.8 per cent to£19 million on sales of£176.4 million.