Will Prisma's 60% Evening Discounts Remain After Merger with Coop?

In a deal announced this spring, Coop is acquiring all Prisma stores operating in Estonia, with the transition to the new owner beginning in September. Prisma customers are concerned about the future of the popular evening discounts. A Coop representative said it is premature to say whether the current promotions will continue in their existing form.

Prisma stores' popular evening discounts have raised a question for many customers: what will happen to them once the retail chain merges with Coop? In Estonia, Prisma stores have a tradition where at 8 p.m., products marked with a yellow sticker at a 30 percent discount become even cheaper, with shoppers getting a 60 percent discount.

This spring it was announced that Coop is acquiring all Prisma Peremarketi stores operating in Estonia. From September onwards, they will gradually transition to the new owner.

Siiri Liiva, communications director for Coop Estonia Central Co-operative, explained that Coop's structure differs significantly from other retail chains. "All Coop stores operate under one name, but as Estonia's only consumer co-operative retail chain, we manage approximately 320 stores through 18 regional co-operatives," she said, adding that Coop Estonia Central Co-operative itself does not directly manage the stores.

According to Liiva, the former Prisma stores will also be managed by regional co-operatives following the merger. She noted that many Coop co-operatives already offer similar evening discounts on hot food and other product categories. However, she acknowledged that a precise answer about the continuation of Prisma's current discounts cannot yet be given. "It is too early to say exactly whether and in what form Prisma's current evening discounts will continue with the merger into Coop."

So for now, Prisma customers' concerns remain unanswered, with the final decision likely dependent on each regional co-operative individually, meaning conditions could vary across different regions.