Echoing the price-slashing activities that took place last year, Homebase and Focus DIY respond to B&Q's 84p deal with heavy discounting on loft insulation.
B&Q's competitors have reacted to its announcement that it has cut the price of its three-pack DIY loft insulation to £2.50 - equating to just 84p a roll – with some promotional activity of their own.

Homebase is now offering half-price loft insulation as part of a ten-day sale, which sees prices slashed on products, including floor tiles and cordless power tools. The Knauf Earthwool on offer normally retails at £10 in Homebase stores but is being offered at £5 until February 24.

Focus DIY will also offer a 'buy one, get three free' deal on 100mm Space Combi loft insulation this weekend. The retailer has been running a 'buy one, get one free' deal on two sizes of the Space insulation since the start of the month. However, it has decided to ramp up promotional activity this weekend, in response to B&Q's deal.

Focus offered the same spectacular deal on loft insulation last year, when the industry watched the multiples battle it out in a similar price war. In 2009, prices of loft insulation were slashed as low as £1. However, B&Q's latest move has already undercut this.