Lidl UK: Christmas promotion appeals to savvy shoppers

Date : 11 December 2020

Lucy Ingram

Retail Analyst

Lidl UK has launched a money off voucher in two national newspapers. It is using the run up to Christmas as a great opportunity to encourage shoppers back into store, and win over those who are undecided about where to do their Christmas shop.

£10 off for a limited time

The voucher gives shoppers £10 off when they spend £40 or more in store. It will be published in The Times and The Sun newspaper from 10th-12th December and will be valid until 18th December. Customers are limited to one voucher per transaction and alcohol is excluded from the offer.

Source: HotUKDeals

Christian Härtnagel, Lidl GB CEO told The Sun;

“This year has been one like no other and has understandably left people feeling uncertain. Through this campaign, however, one thing you can be sure of is that Lidl will offer the lowest prices on the market, whilst giving you a little bit extra this Christmas.”

Appealing to savvy shoppers

Our ShopperVista research has shown that shopper confidence continues to decline, with 31% of shoppers in November expecting to be worse off financially in the year ahead. With higher levels of unemployment predicted, economic uncertainty and financial concerns are at the forefront of shoppers' minds. Getting the cheapest prices and best deals in the run up to Christmas will be a priority for these concerned shoppers. Money off vouchers are a good way to engage with those who are looking to be savvier with their spend this festive season.

With the golden quarter being an important time to engage with shoppers, Lidl is heading into the Christmas period in a strong position, the latest Kantar results show the discounter continues to outperform the market, with sales +13.9%. It also grew market share to 6.2%. This is in contrast to fellow discounter Aldi, with sales at +7.0% it was the slowest growing retailer. It also lost market share, slipping to 7.7%, compared to 7.8% in November.

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