Lidl Steps Up Price Cuts For Christmas After Record £400m Investment
Lidl GB has committed a further £75 million to customer savings through its Lidl Plus loyalty programme as the discounter ramps up its value offer ahead of the Christmas shopping period.
The investment comes alongside £400 million already spent this year on price cuts and promotions across more than 1,200 products covering a range of everyday essentials, including seasonal fruits and vegetables, meat and fish, reports Retail Times.
Of the additional £75 million being invested through Lidl Plus between now and Christmas, £50 million will support loyalty initiatives including personalised coupons and Lidl Points.
A further £25 million will fund targeted food and ‘Middle of Lidl’ offers.
“Our momentum provides us with the scale to keep doing what we do best: reinvesting directly back into the pockets of British households and delivering unbeatable value across the board,” commented Richard Bourns, Chief Commercial Officer at Lidl GB.
“With household budgets tight and many feeling the pinch in the run up to Christmas, we’ve cut prices across more than 1,200 products this year. It’s proof of our commitment to unbeatable value, ensuring customers never have to compromise on quality or freshness.”
Lidl’s latest pricing offers come as UK shoppers continue to look for more flexible ways to manage household spending.
The discount retailer said more than five million Lidl Plus Marketplace coupons were redeemed during the summer, while transactions through the app increased by 17% last month, demonstrating rising demand for personalised rewards.
Lidl has also increased funding for personalised coupons by 60% this year and introduced Lidl Plus Points to give customers greater flexibility over when and how they redeem their rewards.
As part of the latest promotion, Lidl Plus members can earn 10 times the usual number of Lidl Points on Deluxe products from 1 to 14 October.
Technology Investment
Alongside its pricing strategy, Lidl is continuing to invest in technology designed to make the shopping experience quicker and easier.
Initiatives include the rollout of Lidl & Go mobile self-scanning through the Lidl Plus app, AI-enabled smart scales that identify fresh produce automatically for weighing, and an expansion of self-service checkouts.
The latest investment follows the announcement that Lidl attracted an additional 43 million customer visits in 2025, which the discounter attributed to its investment in pricing, store expansion, and digital innovation.
The increase in footfall contributed to an additional 486 million products sold, with significant growth across all key categories such as meat, poultry, fruits, and vegetables, alongside a 12% boost in Deluxe range sales, Lidl said.
Lidl also reported more than £650 million in direct customer switching from competitors.
The discounter is continuing its UK expansion, with plans to open more than 50 new stores during the current financial year in a bid to extend its low-price proposition to more locations across the country.
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