Lidl GB has revealed that it is investing £250m in reducing the prices of everyday items this year, as it prepares to battle its rivals during the key festive trading period.
The discounter noted that it has reduced prices on over 1,000 product lines since the start of 2025, with the investment giving shoppers “even more to value”. Lidl stated that the move “complements” its Plus rewards scheme discounts and ‘Pick of the Week’ offers.
“We’re committed to providing our customers with the best value every single day, and our teams work tirelessly throughout the year to deliver this for them,” said Richard Bourns, Chief Commercial Officer at Lidl GB.
“We also firmly believe that everyone should have access to healthy, affordable food, which is why we ensure that we’re offering the lowest prices in the market, and it’s why we’re on a mission to bring new Lidl stores to more communities across the country.”
Lidl’s latest round of price cuts comes amid signs that the battle for supermarket shoppers is heating up again, particularly in the run-up to Christmas. Last week, Tesco stated that it expects to face tough price competition in the weeks ahead as stores step up their efforts to attract cash-strapped shoppers.
NAM Implications:
- Much depends on whether the consumer perceives there to be a real Christmas price war.
- And given their newfound willingness to shop around…
- …savvy consumers will seek out and respond to real cuts vs retail rivals.
- Meaning Tesco, Sainsbury’s, Aldi and Lidl have the funds to push down prices.
- Leaving a problem for Morrisons and Asda in the event of a real Christmas price war…
