Shopping with a new retailer can be a good opportunity to save, especially if you know where to look before placing your first order.

Many UK shops offer a welcome saving when you join their newsletter, create an account, download their app or sign up for a loyalty programme. The discount might be a percentage off, a fixed amount, free delivery or an introductory offer.

But the biggest advertised discount is not always the best deal. Minimum spends, product exclusions, app-only rules and delivery charges can all affect how much you actually save.

We look at current first-order offers from UK retailers and explain how to claim them, why some codes fail and how to compare them with sales and other promotions.

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How Do I Get a First-Order Discount Code?

Most first-order offers are easy to claim, but they are not always displayed in the same place.

Follow these steps before placing your order.

Step 1: Check the store on ValidVoucherCodes.co.uk

Search for the retailer on Valid Voucher Codes UK before you start shopping.

This can help you compare:

• First-order codes.

• Public promo codes.

• Automatic sale offers.

• Newsletter discounts.

• App vouchers.

• Student deals.

• Free delivery codes.

• Loyalty rewards.

A general public code may save more than the new-customer offer, particularly during a seasonal promotion.

Step 2: Look for a newsletter sign-up box

Newsletter discounts are commonly found:

• At the bottom of the homepage.

• In a pop-up window.

• On the account registration page.

• On a dedicated offers page.

• In the retailer’s app.

New Look, COS, LOOKFANTASTIC, and Interflora all advertise welcome savings through email registration.

Enter your email carefully. A spelling mistake means the code may be sent to the wrong address.

Step 3: Create an account when required

Some welcome codes are linked to the account that claimed them.

Charlotte Tilbury requires customers to create an account, sign in, and use its code on an eligible first purchase. Space NK also requires account login and does not apply its first-order offer through guest checkout.

Using the same email address for sign-up and checkout can reduce the risk of an account-specific code being rejected.

Step 4: Check your inbox and junk folder

Unique codes can arrive immediately, but some take longer. H&M says its welcome offer can take up to 24 hours to appear in a new member’s account.

If your voucher does not arrive:

• Wait a few minutes.

• Refresh your account.

• Check spam, junk, and promotions folders.

• Search the inbox for the retailer’s name.

• Confirm that you opted into marketing.

• Try the sign-up form again if permitted.

• Contact the retailer before placing the order.

Do not complete the purchase and expect the retailer to apply the code afterwards. Many brands will not add a forgotten voucher retrospectively.

Step 5: Download the app if the discount is app-only

App welcome offers can be better than website discounts, but they normally require the whole transaction to be completed in the retailer’s official app.

Examples include:

• Dunelm: 10% off a first app order over £20.

• Zooplus: £5 off a first app order over £49.

• Sephora UK: 15% off for eligible new app customers with 15APPTREAT.

• NET-A-PORTER: 10% off a first app purchase with APP10.

A code marked “app only” may not work in your mobile browser, even if you are using the same phone.

Step 6: Read the email or voucher terms

Before filling your basket, check:

• Minimum spend.

• Maximum discount.

• Expiry date.

• Eligible product categories.

• Full-price requirements.

• Brand exclusions.

• Whether delivery counts towards the threshold.

• Whether you must be signed in.

• Whether the offer is app-only.

• Whether another promotion can be used.

Step 7: Confirm the final total before paying

The discount should appear in the basket or order summary. If the final price has not changed, do not assume it will be added after payment.

Take a screenshot of the offer and code if you need to contact customer service.

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Which UK Shops Give You a Discount on Your First Order?

UK first-order offers are especially common in fashion, beauty, homeware, flower delivery, pet supplies, groceries, and subscription meal boxes.

The best store for you depends on what you are buying and how much you plan to spend.

Fashion first order discount codes

Fashion retailers regularly use welcome offers to encourage shoppers to join their mailing lists or loyalty programmes.

Current examples include:

• New Look: 25% off for eligible email opt-ins.

• Monsoon: 20% off a first order through Monsoon Reward.

• River Island: 10% off for new sign-ups who spend at least £50.

• H&M: 10% off when a new member spends £20.

• COS: 10% off after joining the newsletter.

• Dr. Martens: 10% off for new subscribers.

• Roman: 20% off a first order through the newsletter.

How much could you save?

Here are a few simple examples:

• 25% off an £80 basket saves £20.

• 20% off a £100 basket saves £20.

• 10% off a £50 basket saves £5.

• H&M’s 10% offer saves £2 on the £20 minimum spend.

However, first-purchase codes are frequently limited to full-price products. If an item is already reduced by 30%, 40%, or 50%, buying it in the sale may be cheaper than using a welcome code on the original price.

 Browse our latest New Look voucher codes, Monsoon discount codes, and H&M voucher codes to compare today’s fashion savings.

Beauty first-order discount codes

Beauty shoppers have several useful welcome offers to compare.

• Sephora UK currently advertises 15% off with NEW15

• LOOKFANTASTIC offers 15% for newsletter subscribers,

• Space NK promotes 15% off an eligible first order with FIRST15,

• Charlotte Tilbury discount code 15% off with free delivery using DARLING15.

• 15% off first order with Cult Beauty discount code

• 15% off First order with Space NK Discount Code

• 10% off First App purchase by applying Allbeauty discount code

Browse our latest Sephora voucher codes, LOOKFANTASTIC discount codes, Space NK promo codes, Cult Beauty discount codes, and Allbeauty voucher codes before starting your beauty haul.

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Home, flowers and pet-supply offers

First-order discounts are not limited to fashion and beauty. Homeware, flower delivery and pet-supply brands also offer useful deals for new customers.

• Dunelm: Get 10% off your first app order over £20 with its current app promotion, valid until 28 September 2026.

• Interflora: Get 15% off when you sign up for its newsletter.

• Zooplus: Get £5 off your first app order when you spend £49 or more.

• Pure Pet Food: Get 30% off your first box.

• Flowerfix: Get 5% off your first order when you sign up.

These offers can have minimum-spend requirements, app-only conditions or other eligibility rules, so check the terms before placing your order.

See our latest Dunelm voucher codes, Interflora discount codes, Zooplus promo codes, Pure Pet Food discount codes, and Flowerfix offers for verified home, gift, and pet savings.

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Current First-Order Discount Codes and Welcome Offers for UK Stores

The following offers were available from official UK retailer pages at the time of checking.

Brand or store	First order or welcome offer	How to get it	Important terms
New Look	25% off	Sign up for marketing emails	Valid for 30 days and online only. Excludes third-party brands, sale and promotional items. Available to eligible first-time or returning email opt-ins.
Monsoon	20% off your first order	Join Monsoon Reward	The current welcome discount applies to full-price items.
River Island	10% off for new sign-ups	Join the River Island newsletter	A £50 minimum spend applies to the advertised new-sign-up offer.
H&M	10% off when you join and spend £20	Create an H&M Member account	The offer appears in your account and may take up to 24 hours. Membership is free.
COS	10% off your first order	Subscribe to the COS newsletter	Enter your email address to receive the welcome offer and access future promotions.
Dr. Martens	10% off your first purchase	Join the Dr. Martens newsletter	The official promo page advertises the savings for new subscribers and says it’s available online and in stores.
Roman	20% off your first order	Subscribe to the Roman newsletter	Sale items are excluded. Eligible Blue Light Card members can also find a separate 25% first-order offer.
Missoma	10% off your first full-price order over £75	Sign up for the newsletter	The welcome code cannot be combined with another discount and excludes selected collections, jewellery cases and Advent calendars.
NET-A-PORTER	10% off your first purchase	Join the newsletter or use APP10 for a first app order	Product and brand exclusions may apply, so check the promotion rules before paying.
Sephora UK	15% off your first order with NEW15	Enter the code at checkout	Full-price products only. Electrical items and certain brands are excluded. New app customers can also check the app-only 15APPTREAT offer.
LOOKFANTASTIC	15% off your first order	Join the email newsletter	The welcome offer is sent to new newsletter subscribers. Check the email and basket for product exclusions.
Space NK	15% off your first online order with FIRST15	Sign in to an eligible Space NK account	Guest checkout is not eligible. Sale items, gift cards, and selected brands or ranges are excluded. Delivery thresholds are calculated after discounts.
Charlotte Tilbury	15% off and free delivery with DARLING15	Create an account and sign in	One use per customer. It cannot be combined with another promotion, and selected bundles, subscriptions, gift cards, and services are excluded.
Avon	10% off a first order over £20	Join the Avon newsletter	The code is valid for three weeks from sign-up, can be used once, and cannot be combined with another promo code.
Dunelm	10% off your first app order over £20	Download the app, create or access an account, and check “My Vouchers”	This app-only promotion is scheduled to run until 11:59 pm September 2026 and provides a unique, one-use code.
Interflora	15% off your first order	Subscribe to the Interflora newsletter	The code is sent as a newsletter welcome offer. Check the code terms and delivery cost for your chosen gift and date.
Zooplus	£5 off your first app order	Order through the Zooplus app	A £49 minimum order applies, and the discount cannot be combined with another code.
Ocado	25% off eligible products in your first shop, plus a three-month Smart Pass trial	Register as a new customer and enter the code	£60 minimum spend. Saving capped at £20. Excludes alcohol, pet food, formula, delivery, and other categories. One voucher per customer/address.
Gousto	50% off your first box, 40% off your second, and 20% off further boxes for two months	Join as a new Gousto customer	The official offer is for new customers. Gousto also states that its subscription can be changed, paused or cancelled.
HelloFresh	50% off your first box	Join through an eligible HelloFresh new-customer page or app offer	An additional free treat or dessert may be included. Offer terms can vary by campaign.

Promotions can change quickly, particularly percentage discounts promoted through email pop-ups and apps. Browse our latest store pages before ordering to see whether a better public code, sale or free delivery deal is available.

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Why Is My First Order Discount Code Not Working?

A new customer discount usually fails because one of the offer conditions has not been met.

Here are the most common reasons.

The code has expired

Welcome codes can have short redemption periods. New Look’s current email offer is valid for 30 days, while Avon’s newsletter code is valid for three weeks from sign-up. Dunelm’s current first-app-order campaign has a fixed closing time of 11:59 pm on 28 September 2026.

Use your discount well before the expiry date. Do not wait until the final few minutes, particularly if the retailer uses a different checkout time zone or removes the campaign early.

Your order is below the minimum spend

Minimum-spend requirements vary widely:

• H&M: £20.

• Avon: £20.

• Dunelm app: £20.

• River Island: £50.

• Zooplus app: £49.

• Ocado: £60.

• Missoma: £75.

The basket may need to remain above the threshold after another automatic offer has been deducted. Delivery charges usually do not count unless the terms say otherwise.

Your basket contains sale products

Many welcome codes only apply to full-price products.

New Look excludes sale and promotional items from its current email offer. Monsoon’s first-order deal is for full-price products, and Roman excludes sale items from its newsletter discount.

The code may be accepted but only discount eligible items. Check the saving against each product rather than expecting a reduction from the whole basket.

Your chosen brand or product is excluded

This is especially common at multi-brand beauty, jewellery and luxury retailers.

Space NK excludes sale lines, gift cards and selected products or brands. Missoma excludes its Solid Gold Collection, jewellery cases and Advent calendars from its welcome offer. Sephora’s code excludes electricals and some brands.

Remove the excluded item and test the code again. If the code suddenly works, you have found the cause.

You are checking out as a guest

Some offers need to verify that you are a genuine new customer.

Space NK says shoppers must log in and that guest checkout is not eligible. Charlotte Tilbury’s new-customer terms also require the shopper to be logged into the newly created account.

Sign in using the same email address that received or unlocked the code.

The offer is app-only

A Dunelm or Zooplus app code will not necessarily work on the standard website. The order must be placed through the relevant app and meet the app promotion’s conditions.

Open the official app, sign in and add the products to the app basket again.

You have shopped with the retailer before

A first-order code may be blocked if the retailer recognises:

• Your email address.

• Customer account.

• Telephone number.

• Payment card.

• Billing address.

• Delivery address.

• Previous app purchase.

Ocado limits its offer to one voucher per customer and registered address. Charlotte Tilbury restricts its code to a new customer making a first purchase while logged into an eligible account.

Creating multiple accounts to repeatedly claim a new-customer offer may breach the retailer’s promotion terms and could cause an order to be cancelled.

You are trying to combine two codes

Welcome codes are commonly limited to one promotion per order.

Charlotte Tilbury, Missoma, Avon and Zooplus all state that their relevant first-order offers cannot be combined with another discount or promotional code.

Remove the existing code or automatic offer and try the new-customer voucher again.

The code was entered incorrectly

Check for:

• Extra spaces.

• Missing letters or numbers.

• Confusion between O and 0.

• Confusion between I, l and 1.

• Missing hyphens.

• Incorrect capital letters.

• Copying punctuation with the code.

Copy and paste the code, then delete any blank spaces before or after it.

The email offer is account-specific

Unique online vouchers may only work with the email address that claimed them. Forwarding the code to another person does not guarantee that it will work.

Make sure the account, email, delivery details, and code all match the original offer.

The delivery threshold has changed after the discount

A promo code can reduce the product total below the store’s free delivery threshold. Space NK explicitly states that its delivery threshold is calculated after the first-order discount has been applied.

Always compare the final total, including postage. Saving £6 with a code is less attractive if it adds a £5 delivery charge.

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Can I Use a First-Order Discount on Sale Items or with Another Code?

Usually not. Most first-order offers exclude sale products and cannot be combined with another voucher.

However, every retailer sets its own rules.

First-order codes and sale products

The following current offers are restricted to full-price or non-sale products:

• New Look.

• Monsoon.

• Roman.

• Missoma.

• Sephora UK.

• Space NK.

If an item is already discounted, compare these two totals:

1. The sale price without a code.

2. The full price with the welcome code.

For example:

• A £100 item reduced by 30% costs £70.

• The same £100 item with a 20% first-order code costs £80.

In that example, the sale is £10 cheaper.

Can I stack two promo codes?

Most retailers only provide one voucher field because only one code is accepted per transaction.

Current first-order offers from Charlotte Tilbury, Avon, Missoma, Space NK and Zooplus cannot be combined with another promo code or promotion.

If you have two codes:

1. Apply the first code.

2. Write down the total, including delivery.

3. Remove it.

4. Apply the second code.

5. Choose the lower final price.

Can I combine a code with free delivery?

It depends on how the retailer provides free delivery.

You may be able to use:

• A discount code with an automatic delivery threshold.

• A welcome offer that includes free postage.

• A membership delivery benefit.

• A delivery pass already connected to your account.

Charlotte Tilbury’s current DARLING15 offer includes free delivery as part of the welcome promotion. Ocado’s offer includes a three-month Smart Pass trial after an eligible first shop, although its 25% discount does not apply to the delivery charge itself.

Check whether the product total must remain above a free delivery threshold after the discount has been deducted.

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How to Get the Biggest Savings from a First Order Discount

Finding a code is only the start. Use the following tactics to make sure the offer genuinely saves you money.

1. Compare the first-order code with the live sale

Never assume the welcome discount is the best offer on the website.

A store may have:

• A 10% first-order discount.

• A 20% public voucher code.

• A 40% seasonal sale.

• A free delivery event.

• A multibuy offer.

• A student or Blue Light Card discount.

Roman, for example, advertises a standard 20% first-order newsletter deal and a separate 25% first-order offer for eligible Blue Light Card members.

Test every discount you are eligible for and compare the final payable price.

2. Use percentage codes on larger planned purchases

A percentage discount normally becomes more valuable as your eligible basket increases.

Basket value	10% saving	15% saving	20% saving	25% saving
£20	£2	£3	£4	£5
£40	£4	£6	£8	£10
£60	£6	£9	£12	£15
£80	£8	£12	£16	£20
£100	£10	£15	£20	£25

Watch for maximum-saving caps. Ocado’s 25% offer is capped at £20, so spending more will not increase the discount beyond that limit. Only eligible product categories count towards the savings.

3. Do not add unwanted products just to reach a threshold

Suppose your basket is £42 and a £5 discount needs a £49 spend. Adding a £7 item you do not need means you spend £2 more overall, even after receiving the discount.

Ask yourself:

• Did I already intend to buy the extra item?

• Will it replace a future purchase?

• Does the discount exceed the extra cost?

• Will reaching the threshold also unlock free delivery?

If the answer is no, skip the code or wait until you have more items to buy.

4. Check whether a fixed discount beats a percentage code

Zooplus offers a fixed £5 saving on a first app order over £49. A 10% offer on a £49 basket would save £4.90, making the fixed discount slightly better at that exact spend.

On larger orders, a percentage code may provide better value unless it has a maximum saving.

5. Consider the delivery cost

A £5 discount with £4.99 delivery only reduces your overall cost by one penny compared with a full-price order that has free postage.

Check:

• Standard delivery fee.

• Free delivery threshold.

• Click and collect.

• App delivery promotions.

• Annual delivery passes.

• Whether the welcome code includes postage.

• Whether the threshold is calculated before or after the discount.

Charlotte Tilbury’s current welcome offer is particularly useful because it combines 15% off with free delivery.

6. Wait for an item to come back into stock

Most unique codes have a limited validity period. If you want an item that is currently unavailable, consider waiting to sign up until it is back in stock.

This reduces the chance of your code expiring before you can use it.

7. Build your basket before registering

For short-term welcome codes:

1. Browse the store first.

2. Check stock and size availability.

3. Read the returns policy.

4. Add your chosen items to the basket.

5. Sign up for the offer.

6. Apply the code as soon as it arrives.

This is particularly helpful when a code is only valid for a few weeks.

8. Check student and key-worker discounts

A student, NHS, teacher, military or Blue Light Card discount may beat the standard first-order offer.

Roman’s Blue Light Card first-order saving is higher than its standard newsletter offer. Sephora also advertises a 15% student discount, although its exclusions are similar to those on its welcome code. 7

9. Remember that a subscription discount starts a subscription

Meal-box introductory offers can deliver substantial initial savings, but they are not simply one-off retail purchases.

Before joining:

• Check the next delivery date.

• Review the standard future price.

• Find the skip, pause, and cancel controls.

• Add a calendar reminder.

• Check premium recipe surcharges.

• Review weekday and weekend delivery charges.

• Decide whether the service remains affordable without the welcome offer.

Gousto states that customers can change, pause, or cancel their subscription, while HelloFresh provides account and app controls for managing future deliveries.

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When Is the Best Time to Use a New Customer Discount?

Welcome offers are available throughout the year, but seasonal timing can affect how much you save.

August and September: back-to-school and student shopping

Late summer is a useful time to check first-order deals for:

• School clothing.

• Shoes and boots.

• Bedding.

• Kitchen essentials.

• Student accommodation.

• Beauty products.

• Meal boxes.

• Pet supplies.

Dunelm’s current 10% first-app-order offer runs until 28 September 2026, covering much of the university and student-move period.

November: Black Friday and Cyber Monday

A Black Friday discount may be larger than a standard 10% or 15% welcome offer. However, many stores exclude sale products from first-order codes.

Save the items you want, note their regular prices, and compare:

• Black Friday price.

• First-order price.

• Delivery charge.

• Free gift value.

• Loyalty points.

• Returns conditions.

Do not assume that the word “sale” guarantees the lowest price.

December and Boxing Day

Christmas gift events can include:

• Free gift wrapping.

• Free delivery.

• Gift-with-purchase offers.

• Multibuy promotions.

• Last-order dates.

• Boxing Day reductions.

If the first-order code cannot be combined with a Christmas promotion, compare the final totals before choosing.

January sales

January clearance prices often beat a 10% welcome code. First-order discounts may still be useful on new-season products that are not included in the sale.

Valentine’s Day and Mother’s Day

Newsletter discounts from flower, beauty, and gift retailers can help reduce the cost of occasion purchases.

Interflora currently offers 15% off a first order through newsletter sign-up. Remember to include the delivery fee and your required delivery date when comparing the total.

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Conclusion

A first purchase is one of your best opportunities to save with a new retailer. Brands want to welcome new shoppers, and that can mean a useful newsletter code, app offer, loyalty reward, or introductory subscription discount.

The secret is to look beyond the headline percentage.

Before ordering:

• Check Valid Voucher Codes UK

• Compare the welcome offer with the store’s live sale.

• Read the minimum-spend and product rules.

• Sign in if required.

• Include delivery in your comparison.

• Confirm the saving before paying.

Whether you are buying a new outfit, refreshing your beauty bag, ordering flowers, stocking up on pet food or trying a recipe box, the right code could make your first shop noticeably cheaper.

Ready to save?

Browse our latest first-order discount codes UK shoppers can use, including valid voucher codes and verified online shopping deals.

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FAQs

What is a first order discount code?

A first-order discount code is a promotional offer for someone making their first eligible purchase from a retailer. It may provide a percentage reduction, a fixed amount off, free delivery or an introductory subscription price.

Can I use a different email address to get another first-order code?

Retailers may check more than your email address. They can restrict offers by customer, account or registered address. Ocado, for example, limits its first-shop voucher to one per customer and registered address. Repeatedly opening accounts to claim the same offer may breach the promotion rules.

Can I use a first-order code in store?

It depends on the retailer. Dr. Martens advertises its new-subscriber saving online and in store, while New Look’s current 25% email offer is online only. App offers from Dunelm and Zooplus must be redeemed through their respective apps. 6

Can I use a first order discount on a gift card?

Gift cards and e-gift cards are usually excluded. Space NK, Charlotte Tilbury and Missoma all list gift cards or selected gift products among their exclusions.

Are first order discount codes always sent by email?

No. Some appear inside a loyalty account, while others are app vouchers or public promo codes. H&M places its welcome offer in the member account, Dunelm provides a unique voucher inside the app, and Sephora advertises the public code NEW15.

What should I do if my welcome code never arrives?

Check your junk folder, confirm that the email address was entered correctly and allow up to 24 hours where stated. Sign in to your account in case the voucher appears there rather than by email. If it is still missing, contact the retailer before ordering.

Can I add a first order code after paying?

Most retailers will not add a forgotten promo code after the order is complete. Apply the voucher and confirm that the price has changed before submitting payment.