Musgraves retailers record nearly 1,000 Show Me ID module completions this year 

Mayor Tom O’Leary Launched the ‘Show Me I.D – Be Age OK’ Winter Campaign at O’Cíobháin’s SuperValu in Swords as the Holiday Period Kicks Off 

Retail and hospitality staff are urged to stay vigilant on age-restricted sales as the busy holiday season begins

Mayor of Fingal Councillor Tom O’Leary, with Donal O’Cíobháin, owner of O’Cíobháin’s SuperValu, launched the 2025 ‘Show Me I.D – Be Age OK’ Winter Campaign in Swords recently, showing their support for the country’s largest responsible retail and hospitality training programme. The launch of the campaign comes as the Holiday period gets under way and retail sales peak. Retailers across the country are encouraged to maintain high standards of compliance around age‑restricted products, including alcohol, tobacco – and vaping products, nicotine pouches, and lottery tickets.

Retail and hospitality staff can complete the ‘Show Me I.D – Be Age OK’ online training module which covers common situations they may face. These situations include what to do if someone looks underage, if a minor tries to buy an age-restricted product, or if a customer presents an unacceptable form of ID. The module can be accessed easily on any computer, phone, or tablet.

Staff at Musgraves retailers have proven best in class this year at responsible retail training with nearly 1,000 module completions recorded by Musgraves staff since the beginning of the year. SMID is fast approaching 2,000 module completions in 2025, a testament to the importance and educational benefits the module provides to retail staff, particularly around busy retail periods.

The winter competition will remain open until 6pm on Monday 5^th January 2026. Any retail or hospitality staff member who completes the training module can enter a competition to win a €100 One4All gift card. ‘Show Me I.D’ will run a concentrated social media campaign while the competition is active, to keep retailers up to date with proper sales practices for age-restricted products.

Mayor Tom O’Leary said “I’m delighted to launch the Show Me I.D. Winter Campaign here in Swords. This training plays an essential role in helping staff understand the laws around age-restricted products and gives them the confidence to apply it every day.

“This is the busiest time of year for retail and hospitality staff. It’s vital that employees know their responsibilities and feel fully supported when asking for I.D. The growing uptake of the module shows how important and effective this programme is for frontline workers.”

Donal O’Cíobháin said, “We encourage all our staff to complete the training module, especially during the busiest weeks of the year. It gives them the confidence to ask for I.D. and handle situations that come up at the counter.”

“The module is practical, easy to follow, and makes sure we stay fully compliant with the law on age-restricted products. It’s a valuable tool for any retail team.”

For more information about the campaign and to access the free training module, please visit the Show Me ID website: www.showmeid.ie