Hundreds of eager bargain hunters flocked to Farmfoods in Southend today as the frozen food retailer held a closing down sale, with everything in-store slashed by 50%.
The rush for discounted goods saw the queue snake around the corner, past the Iceland supermarket, as shoppers braved the cold to get their hands on cut-price essentials.
By 9:45 am, stocks of toilet roll had been completely cleared out, with customers filling their trolleys to the brim. One shopper, Mohammad, remarked: “I saw people taking hundreds of toilet rolls. There should be a limit on that.”
The frenzy wasn’t limited to household essentials—frozen roast dinners and other family favourites were flying off the shelves as Southend residents made the most of the huge discounts.
The sheer demand forced staff to implement a strict one-in, one-out system, reminiscent of the Southend nightclub scene in the 90s.
However, not everyone was prepared to wait. Nick Knowles, who turned away after seeing the queue, warned others: “If anybody is thinking of going to Farmfoods on the Greyhound today, I would not bother. It opened at 9 and looks like they are letting in only a few at a time. The queue goes back as far as the Iceland store on the corner. I turned away—I did not want to spend an hour+ in the cold and damp queuing.”
The closure of the store has sparked mixed reactions. Some, like Ian Wheatley, questioned why this particular branch had stayed open for so long: “To be honest, I couldn’t understand why this one stayed open as the other one is much bigger, more selection, better layout, tidier, etc.”
Others, however, were more concerned for the staff, who were reportedly given very little notice of the closure. Emily Haynes shared her disappointment, saying: “I feel for the workers who weren’t given much notice that the place was closing. I’d thought they’d transfer them over to the other shop, but they’re not. Now many are going to be without employment.”
The supermarket closed three years after a second Farmfoods store opened just over a mile away on Eastern Avenue near Priory Park.
The closure of the Southend Farmfoods branch marks the end of an era for local shoppers who have relied on the store for budget-friendly groceries. While many left today with their hands full of bargains, the event also left a bittersweet feeling for staff and customers alike.