Are New-Customer Discounts Really Bigger?
We compared every welcome code reserved for new shoppers against the codes open to everyone, to see whether first-order offers actually run deeper — as of July 2026.
568 live verified codes analysedThe Headline Numbers
Just 7% of the 568 live, verified codes in our database are reserved for new customers. Among offers expressed as a clean percentage, welcome codes carry a median of 10% off, against 18% for codes open to everyone — no welcome premium at all: codes open to everyone run 8 percentage points deeper, so loyalty often pays. Figures are drawn from the 29 new-customer and 160 everyday percentage codes live at the time of writing.
Welcome Offers vs Everyday Codes
Median headline percentage, side by side. Only clean percentage offers feed this comparison — fixed “£ off” welcome offers and free-delivery deals are counted separately, since converting them to a percentage would mean assuming a basket size.
Welcome offers also lean toward round percentages and generic deals: of the 42 live new-customer codes, 31 are percentage offers, 9 are non-percentage deals, 1 are fixed “£ off”, and 1 are free delivery.
10% off three-jar bundles — Single-origin 100% British honey, gift boxes & subscriptions
Which Categories Reserve the Most Welcome Offers
Share of each category’s live codes that are gated to new customers, highest first. Categories with fewer than ten live codes are excluded so a thin sample can’t distort the ranking.
The Biggest Welcome Offers Right Now
The deepest live new-customer percentage code per retailer, at the time of writing.
Methodology
Every figure on this page is computed from our live voucher database — the same set of codes shown across the site — filtered to those marked verified and not yet expired, as of July 2026. A code is treated as new-customer-only when the retailer feed flags it as a first-order or new-customer offer. Nothing is modelled, estimated or seeded.
The welcome-versus-everyone comparison uses only percentage-type codes, where a headline figure can be read directly; fixed “£ off” welcome offers, free delivery and other deals are counted in the type breakdown but excluded from the percentage medians, because converting them would require assuming a basket size. We report the median rather than the mean so a handful of unusually large offers can’t distort the gap. Figures change as codes are added, verified and expire, so please note the access date if you cite them. See also our UK Discount Code Index for how deep discounts run overall, our Code Lifespan Report for how long they last, our free delivery index for how common free postage is, and read about how we verify codes.