Baby Boomers and Gen X lead in EDF's Sunday Saver Challenge
Baby Boomers and Gen X (65-74) have been crowned the nation's top Sunday Savers, earning the most free electricity hours as part of EDF's initiative to reward customers who lower their peak energy use.[i]
Customers in this age category reduced their average monthly peak consumption by 5.85 kWh – equivalent to running the dishwasher for nearly 5 hours or watching 32.5 hours of TV.
However, the generation who earned the full 16 hours of free electricity at least once were tech-savvy and environmentally-conscious ‘Zillennials’ (aged 25–34, 53%), followed closely by the tech-adaptive ‘Generation Jones’ (aged 55–64, 49.46%).
EDF is bringing back the challenge again this November, giving its customers the opportunity to earn up to 64 hours of free electricity throughout the month to use on Sundays.
‘Sunday Saver’ rewards eligible customers who shift their electricity usage away from weekday peak hours (4pm–7pm) to earn between four and 16 hours of free electricity the following Sunday. The more electricity, which is moved to off-peak times, the more free electricity customers can unlock.
“It is great to see the popularity of Sunday Saver across various generations, especially among Baby Boomers and Gen X who are leading the charge in smarter energy habits.” said Rich Hughes, Director of Retail at EDF.
“A year on from its initial launch, the scheme continues to be a credible way to encourage customers to shift their energy usage, actively taking the strain off the national grid at busy times and supporting the transition towards a more sustainable, electric Britain.”
Customers can sign up for next month’s challenge now until Sunday 2nd November 11:59pm, ahead of the challenge starting on Monday 3rd November. The Sundays where customers will be able to use their earned free electricity will be 16th, 23rd, 30th November and 7th December.
Customers can find out more about the Sunday Saver challenge here and sign up for the challenge via MyAccount.
To take part customers must have a working smart meter for their electricity supply and be opted into half-hourly meter reads[ii].
Frequently Asked Questions:
How can customers shift their energy usage?
Some ways customers can shift their electricity usage away from peak times during the week include:
- Put the dishwasher on at night or breakfast time instead
- Avoid using the washing machine and tumble dryer
- Unplug devices and chargers and use battery power instead
- Put aside gaming consoles and try something new as a family
- Batch cook at the weekend to save energy and time – just reheat during the week
- Charge electric car outside of peak times
How much free electricity can customers earn?
Customers can earn up to 16 hours of free electricity each week. A 5% reduction in peak consumption would earn four hours of free electricity, a 20% reduction earns eight hours, 35% earns twelve hours and, for the super savers, using 50% less earns 16 hours of free electricity on a Sunday.
[i] These percentages are based on the proportion of customers in each age group who have earned free energy at least once since the start of the challenge, compared with those who have participated but have never earned any free energy. Full results are:
| Age group | % of customers earning free hours |
| 18-24 | 86.95% |
| 25-34 | 86.65% |
| 35-44 | 87.39% |
| 45-54 | 88.24% |
| 55-64 | 88.80% |
| 65-74 | 89.14% |
| 75+ | 87.39% |
[ii] Other eligibility applies, find out more here: https://www.edfenergy.com/sundaysaver
About EDF
EDF is driving the transition towards An Electric Britain – a secure, affordable, low-carbon future for everyone. As Britain’s biggest generator of zero carbon electricity, we are investing more than £100 million weekly in Britain’s electricity infrastructure. We supply millions of customers with electricity and help homes and businesses switch to electricity for heating, transport and industrial processes.
We operate five nuclear power stations and more than 35 onshore wind farms and three offshore wind farms. Since 2009, EDF has invested almost £9 billion in the nuclear fleet to improve reliability and extend station lifetimes. The five generating stations currently supply about 12% of the UK’s electricity demand.
EDF is building the UK's nuclear renaissance with the construction of a new nuclear power station at Hinkley Point C. We are a minority investor (12.5%) in and major supplier to a replica plant at Sizewell C in Suffolk. Hinkley Point C and Sizewell C will provide low carbon electricity to meet 14% of UK demand and power around 12 million homes. EDF Group companies Framatome and Arabelle Solutions have a presence in the UK and manufacture critical equipment such as reactor pressure vessels and turbines.
EDF is enabling its 5 million customers, both in business and at home, to choose electric solutions that save cash and carbon, whether it is buying an electric car, generating and storing electricity, selling energy back to the grid or installing solar panels or a heat pump. In 2025, EDF’s Customers business was ranked as one of the Sunday Times’s Best Place to Work.
It is also one of the UK’s leading developers of renewable energy through EDF power solutions UK and Ireland. We have more than 2GW of renewable generation in operation and over 10GW in construction, planning and development across a range of technologies including onshore and offshore wind, solar and battery storage.
We are one of the largest suppliers to British business and a leading supplier of innovative energy solutions that are helping businesses become more energy independent. In addition, the company’s energy services business, Dalkia, one of the UK and Ireland’s largest technical service providers.
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