Over 60-year-olds are invited to get on down to their local store next week and groove to Glenn Miller and company as they snap up bargain groceries.
Just as lonely hearts used to pace up and down Asda's shopping aisles looking for love, so the elderly can now bop as they shop and mingle to the jingles of yesteryear.
All 208 stores across the country are mixing their own compilations of music from Frank Sinatra, Cole Porter and Gershwin to "a big band of the Forties" called Geraldo's.
Billed as "OAP Happy Hours", the sessions will run from 9am to 11am next Monday and Wednesday. It will be a case of ID at the checkout rather than the door; any customer with a pension book will be entitled to a 10 per cent discount on their final bill.
"Get out those pension books, get on your glad rags and get down to your local Asda for a fantastic 10 per cent off your shopping bill," said a spokeswoman for Asda.
"Not only will pensioners get the lowest-priced shop in town, they can have a party too with a free cuppa and an old-fashioned knees-up.
"Shopping to the nostalgic music of the Twenties and the dance bands of the Forties, OAPs will be entitled to 10 per cent off all purchases, except cigarettes and lottery tickets, on presentation of their pension book. So whether it's restocking the cupboards buying Christmas gifts for family and friends, or just visiting for a chat and some entertainment, there's something for everyone."
Allan Leighton, who took over from Archie Norman as chief executive in August, said: "We want to provide some fun for our 1 million older customers and, more importantly, give them some welcome help with their Christmas shopping."