The findings, from a survey of more than 35,000 seniors in NSW, also revealed 61 per cent wished more local businesses honoured the seniors card.

Seventy per cent agreed they would go back to a business if it offered Seniors Card discounts.

Wagga resident John Wigg, who runs John Wigg Antiques, said businesses’ and seniors’ awareness of the initiative “could be improved”.

“I’m turning 81 next month and I don’t know anything about them,” Mr Wigg said. 

“The cards would make offering discounts more genuine.”

He said the business industries that would benefit most from offering them were supermarkets and food outlets, which he said “needed to more do help older residents”.

“By the time we get to the seniors-card stage, we’re more likely to think ‘who would get what’ and we look at buying the basics and everyday essentials only,” Mr Wigg said.

Fellow resident and businessman Don Tuckwell, 80, said Seniors Card was “commonsense”.

“It’s helping older shoppers to help businesses,” Mr Tuckwell said. 

“If someone shows you a card that asks for help, it's expected that you give them some sort of financial relief.”

The businessman said he had been offering seniors card discounts since they were introduced in 1992.

“It’s quite common knowledge that people use it – I can't speak on behalf on other retailers, but I'm more than happy to give them discount,” he said.

Asked if there needed to be an increase in businesses participating, he said it depended on the type of products and services.

For me, I sell only low-priced products, so I’m not sure about retailers that sell $5000 TVs,” he said.

“I find that 10pc of $30–$40 is quite reasonable for me.”

The findings also showed that 80pc of individuals older than 60 years choose to spend their money locally and support businesses in their community.

Minister for Ageing Tanya Davies said the research emphasises that seniors want to see more businesses offer discounts and that there is a substantial opportunity for small businesses to acquire new and loyal customers.

“The Seniors Card program was initiated by the NSW Government to better connect older people in the community, encourage social and physical activity and help with the cost of living for people in their later years,” Mrs Davies said.

“With around 7000 new members signing up each month, it presents a unique opportunity for small businesses to connect with and cater to the over 60s market – one of the largest and fastest growing consumer groups in NSW.

“Business owners are catching on and realising the benefits of offering a NSW Seniors Card discount are two-fold: enticing new loyal customers and giving back to their communities.

“At a time when the cost of living is rising and much of our ageing population is living on a fixed income, we need to find innovative ways to help seniors make every dollar count.”

More than 5700 businesses are registered under the program to offer discounts to 1.6 million NSW Seniors Card members.

In September and October, NSW Seniors Card is encouraging businesses across NSW to get involved in the program for their chance to win a $10,000 Seniors Card advertising package.

Card holders are also invited to nominate businesses in their local area to join the program and go into the draw to win a VISA Gift Card.

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