as my name has been mentioned I''ll chip in with my two penneth.
I used to give a 10% discount to OAPs, I advertised it on my leaflet and I got a lot of response from it, I still get asked if I an OAP discount. even top class homes mentioned it even though they were obviously very wealthy.
I could have got all high & mighty and said "why give them a discount they have more money that most of us" but this attitude would not have put any money in my pocket ( and that the sole reason I'm in business) advertising the discount on my leaflets increased their response so made me more money.
I've never been in a OAPs house and seen a dirty carpet or suite, they are the cleanest section of our society, and OK they don't move anything but mostly they are dream customers