AS consumers change their spending habits to make every dollar count, and become increasingly selective about where and what they purchase, retailers are responding by offering discounts to meet the growing demand for savings.

Just ask Sylvia McKay, a Kingston office worker and Jamaica Automobile Association (JAA) member, who actively seeks out the benefits of the JAA Show Your Card and Save programme. The programme offers discounts on products and services from a wide range of merchants and retailers, all year round.

"I seek out companies which offer discounts so that I can reduce my expenses," Ms. McKay explained. "I asked for a JAA member discount when I went to pay my car insurance, and saved 10 per cent of the cost."

The internationally recognised programme provides discounts from some 150 local merchants, and more than 160,000 overseas merchants. They honour discounts when JAA members show their membership card.

"Through the Show Your Card and Save discount programme, our members can recover up to 20 per cent from service providers locally," said Duane Ellis, JAA general manager. He pointed out: "This is in addition to our core service of emergency roadside assistance, and is our way of ensuring that members get the most out of their JAA membership."

Ellis stated that during a one-year period, JAA members can receive up to $50,000 in value through the careful use of the programme. This was based on an estimate of the level of discounts offered from auto care centres, motor vehicle insurance providers, restaurants, pharmacies and other merchants.

Anyone can access the benefits of a JAA membership, whether they own a motor vehicle or not, he said. "The standard JAA Gold or Platinum membership covers the individual and not the vehicle; therefore, whether you get stranded in your own vehicle or someone else's, you can still access roadside assistance services, along with the merchant discounts."