Every year on the last Thursday of June, First Responders Day is celebrated to honour the bravery, dedication, and contribution of first responders in protecting the Australian community during times of crisis. This year, it falls on 29 June 2023.

The event aims to bring together retailers, big and small, to show their appreciation to first responders by providing special offers to these workers at all participating Australian retail stores.

First responders are ordinary people who display extraordinary courage in the face of danger to protect and save others. Whether they work in the field daily or respond to emergency situations as needed, they all share a selfless commitment to serving the community.

First Responders Day is an online and in-store event that fosters closer connections between first responders and the retail industry. By extending a heartfelt “thank you” to these heroes, we acknowledge their essential role in safeguarding our society.

Thursday 29 June 2023 – the final Thursday in June. 

First Responders Day is an initiative of the Australian Retailers Association, proudly sponsored by American Express. 

For the purposes of this campaign, First Responders include:

•    Medical and healthcare workers: nurses, doctors, paramedics and ambulance/paramedic staff
•    Police personnel
•    Firefighters
•    Defence force personnel
•    Border force personnel
•    SES
•    CFA
•    Marine rescue teams
•    Lifesavers
•    Surgeons and hospital staff
•    Quarantine workers 

Promotions are at the discretion of the individual retailer, however we have selected Thursday as timing given the late night shopping provisions in most areas. Some participants may wish to extend their offering over the weekend. Please contact the participating store to enquire.

Each participating store is offering a special promotion to First Responders on the day. These offers will vary from store to store. 

This is primarily an instore event to encourage our first responders to connect with the retail industry so we can say ‘Thank you” for your efforts in protecting our community. Unfortunately, there are no means to check First Responder identity online. Some retailers may choose to provide offers online, please check with the participating store for more details

We are asking First Responders to bring a Photo ID that shows their work identity. Alternatively, they can shop in their work uniform (including cap or top), or provide proof of identity through online platforms like email or member portal. This will ensure retail staff can adequately identify the customer’s eligibility. 

Important note: Due to Australian Federal Police (AFP) policy, AFP Members will need to identify themselves using their association card or a digital/printed First Responders Day email from the Australian Federal Police Association (AFPA), rather than their AFP photo ID or police uniform. Please advise all staff that this form of identity will be used for AFP members.

Unfortunately, there are no means to check First Responder identity online so the retailer can decide to make this an in-store event only.

Not on this day – although some limits may be imposed by particular stores to reduce obvious hoarding.

The ARA is not associated with any individual offers, so please contact the store directly for more information on a particular offer.