Town have announced their response to the Government's cut in VAT, which includes match day and retail promotions.
Chief executive Derek Bowden told the club site the thinking behind the scheme: "We have taken the decision to pass on the reduction through a series of VAT Buster promotions across our entire business, including retail and match day ticket promotions over and above those already planned for the season.
"We have taken the view that real benefit can be passed on to our supporters and customers via significant discounts throughout the year, rather than pennies off individual prices."
The first promotion starts in Planet Blue today with seven products on sale at reduced prices including a reduction of £7 off a home shirt and nearly £10 off a stadium jacket.
Sales and marketing director Andrew Goulborn added: "We'll be offering seven products per week for the next few weeks at 15% off, which means we will be paying all the VAT.
"We'll change the product selection each week and will always include some of our most popular products. Supporters will be able to take advantage of the VAT Buster promotions online as well as in-store.
"A VAT Buster game with reduced ticket prices is being planned for the new year and we are also working with our kiosk partner, Lindley, to make significant reductions on some of the most popular meals around the ground on match days, with 10 per cent off a number of meal combos."