Best Deals in Birmingham 2026
Quick summary
- For students: Levi's leads with 20% off, followed by the Aston Villa store at 17% and The Fragrance Shop, Accessorize and Ann Summers at 15% each.
- For Blue Light Card holders: The biggest savings are 20% at Levi's, Ernest Jones, Goldsmiths and H Samuel, with 15% at MAC, Hobbs, The Fragrance Shop and Ann Summers, 10% at Jo Malone London, The Body Shop, River Island, Dr Martens, Schuh and Whittard, and 5% at Holland & Barrett.
Plenty of our shops here at Bullring knock money off for students and Blue Light Card holders, and knowing where to look can save you a fair bit on a day out in Brum.
We've grouped 17 of those discounts by who can claim them, with the saving on offer and a quick note on what each store stocks.
Note before we go: Retailers set their own offers and can update them at any point, so check with the team in store before you pay.
What are the best student deals in Birmingham?
We'd recommend having your student ID or the UNiDAYS app to hand, since staff will want to see proof before the discount goes through.
1. Grab a new pair of jeans for 20% less at Levi's
Location: Upper level, Bullring, Rotunda Square, B5 4BU
Levi's brings its denim collections for men and women to our Upper Level, including the Original 501 jeans along with jackets and sweatshirts.
Students get 20% off here, which is the biggest student saving anywhere in this guide.
Blue Light Card holders qualify for the same 20%, matching the jewellers further down for the top Blue Light rate too.
A good pair of jeans tends to outlast a three-year degree, and that makes Levi's one of the more sensible places to use your discount.
Your mates will never guess the new pair cost a fifth less than the price tag said.
➡️ The straight-leg 501 fits quite differently to Levi's slimmer and looser cuts, and trying two or three on in store saves a return trip.
2. Kit yourself out in claret and blue at the Aston Villa store
Location: Lower Level, Bullring, Birmingham B5 4BA
Spread over a ground floor and a mezzanine, the Aston Villa store stocks the club's home, away and third kits alongside training wear, lifestyle pieces and adidas sportswear.
Students and key workers can both claim 17% off, handy when the price of a new shirt climbs once the printing goes on.
Names and numbers are added on site at the Aston Works personalisation area before you leave.
Away from the rails, a museum-style corner celebrates 150 years of the club and its home at Villa Park.
➡️ Our entrance opposite Moor Street Station opens straight onto the store, which neighbours Selfridges.
3. Find a new signature scent at The Fragrance Shop
Location: Middle level, Bullring, B5 4BU.
The Fragrance Shop specialises in perfume and aftershave, with designer and celebrity labels on the shelves and gift sets for women and men.
The 15% discount here is open to students and Blue Light Card holders alike.
Fragrance is one of the dearer things to replace when a bottle runs dry, and a percentage off a full-size bottle soon shows on your receipt.
Testers are out to try, and a scent left on your skin for a few minutes tells you far more than a quick sniff from the nozzle.
The gift sets, often paired with a matching body lotion or travel spray, are also handy when you feel stuck for birthday present ideas.
4. Treat yourself at Accessorize and Ann Summers
Both stores take 15% off for students, and Ann Summers offers the same rate to Blue Light Card holders.
Accessorize
Location: Middle level, Bullring, B5 4BE
Accessorize stocks bags, jewellery, scarves, hats and sunglasses, the finishing pieces that pull an outfit together.
A single new bag or pair of earrings can freshen up clothes you already own, and 15% off makes that an easy call on a student budget.
Smaller bits also make thoughtful presents for flatmates when money is tight.
Ann Summers
Location: Lower level, Bullring, Moor Street, B5 4ba
Lingerie, nightwear and loungewear make up most of the range at Ann Summers, alongside gifts for couples.
Either group, students or Blue Light Card holders, can take 15% off here, one of three stores in this guide to offer both.
It's a good shout ahead of an anniversary or a weekend away for two.
What are the best Blue Light Card deals in Birmingham?
Blue Light Card holders, a group covering NHS staff, the emergency services, social care, the armed forces, the teaching community and other frontline roles, can save in plenty of our stores.
Each retailer handles the discount in its own way, and having the Blue Light Card app open at the till keeps things quick.
You'll find Blue Light offers at Levi's, The Fragrance Shop and Ann Summers too, covered in the student section above.
5. Shop for something sparkly at Ernest Jones, Goldsmiths and H Samuel
All three jewellers take 20% off for Blue Light Card holders, which is a real help when you're buying a watch or an engagement ring:
Ernest Jones
Location: Middle level, Bullring, St Martin's Square, B54be
Ernest Jones specialises in watches and fine jewellery, with diamond pieces and engagement rings for anyone getting ready to pop the question.
On a purchase that size, 20% off can leave a sizable sum in your pocket.
Staff can talk you through metals and ring sizing, which is helpful when you're buying something this personal.
Goldsmiths
Location: Upper level, Bullring, Rotunda Square, B5 4BF
Luxury watches and fine jewellery are what Goldsmiths is known for, and the range suits milestone birthdays and anniversaries.
The same 20% Blue Light discount applies here, so it pays to compare pieces with Ernest Jones before deciding.
Watch fans will find a good spread of brands between the two stores in a single afternoon.
H Samuel
Location: Lower level, Bullring, B54BA
H Samuel focuses on everyday jewellery and watches at affordable prices, with simple chains, earrings and gift ideas for graduations.
With 20% taken off, a present for someone special doesn't have to stretch the budget.
A watch you can wear on shift without worrying about knocks is another good reason to have a browse.
6. Restock your beauty shelf at MAC, Jo Malone London and The Body Shop
There's 15% off for Blue Light Card holders at MAC, and 10% at both Jo Malone London and The Body Shop.
MAC
Location: Middle level, Grand Central, B24BF.
Professional makeup is MAC's speciality, covering lipsticks and foundations in a wide range of shades.
The team are trained makeup artists, happy to match your foundation or walk you through a new look.
Restocking your everyday favourites feels better with 15% coming off at the till.
Jo Malone London
Location: Upper level, Grand Central, B2 4BF.
Jo Malone London is best known for its colognes and scented candles, all wrapped in the brand's signature cream boxes.
The brand encourages layering two scents together to make a combination that feels like your own.
At 10% off, a candle for yourself or someone special is easier to justify.
The Body Shop
Location: Middle level, Bullring, B5 4BE.
The Body Shop sells skincare and body care, and the brand says all its products are vegan and never tested on animals.
In-store skin consultations help you pick out products that suit your skin type.
Shoppers with a Blue Light Card save 10%, a nice bonus if body butter is a regular on your list.
7. Freshen up your wardrobe at Hobbs, River Island, Dr Martens and Schuh
Hobbs offers Blue Light Card holders 15% off, and River Island, Dr Martens and Schuh each give 10%.
Hobbs
Location: Upper level, Grand Central, B2 4XJ.
Hobbs designs polished womenswear, including tailoring, smart workwear and dresses for weddings and special occasions.
That 15% Blue Light discount helps when you need an outfit for a rare day out of uniform.
And the best part? Pieces here tend to work just as well at the office on Monday as at dinner on Friday.
River Island
Location: Upper level, Bullring, B5 4BG.
River Island sells trend-led fashion for women, men and kids, with denim, knitwear, shoes and accessories in the mix.
With 10% off, a weekend wardrobe refresh doesn't need to wait for payday.
New lines arrive regularly, and the rails look a little different most times you visit.
Dr Martens
Location: Upper level, Bullring, Moor Street, B5 4BF.
Dr Martens is famous for its leather boots, especially the eight-eye 1460, and also sells shoes and sandals.
10% off a pair you'll probably wear for years is money well kept. Docs need a little breaking in, a fair thing to bear in mind when you're settling on a size.
Schuh
Location: Lower level, Bullring, B5 4BA.
At Schuh, trainers and boots from a long list of brands share the shelves.
The 10% Blue Light saving is welcome when the comfy trainers you wear for long shifts finally give up.
With so many labels in one place, comparing styles takes a single stop.
8. Stock up the cupboards at Whittard and Holland & Barrett
Blue Light Card holders can save 10% at Whittard and 5% at Holland & Barrett.
Whittard
Location: Grand Central, B2 4XJ.
Whittard is a tea and coffee specialist, with teapots and gift sets for anyone who takes their brew seriously.
Cardholders get 10% off, which makes stocking up on a favourite blend a bit cheaper.
Holland & Barrett
Location: Lower level, Bullring, St Martin's Square, B54BU.
Holland & Barrett stocks vitamins and supplements, alongside health foods and natural beauty products.
On its own, a 5% discount is modest, though regular shoppers will notice it over a full year of buying the same essentials.
We’d say that the saving is easiest to feel when you're stocking up on several of the things you already use.
Make your money go further at Bullring & Grand Central
We've got plenty of ways for you to treat yourself while keeping your bank balance happy.
Plan your visit to Bullring here to check the best way to reach us by car, taxi, train, bus or bike.
If you're driving in, register for our smart parking, which does away with tickets and cuts down on queues so you can get straight to the shops.
