Lidl GB has invested £400m in price cuts and promotions this year, it has revealed.
The supermarket said it has lowered prices across more than 1,200 products so far in 2026, spanning categories including seasonal fruit and vegetables, fresh meat and fish.
Lidl is also pumping a further £75m into Lidl Plus savings between now and Christmas as it increases its loyalty offering ahead of the festive trading period.
Of the additional investment, £50m will go towards loyalty initiatives including personalised coupons and Lidl Points, while £25m will fund targeted food and Middle of Lidl promotions.
The move comes as Lidl reports growing engagement with its loyalty scheme, with more than five million Lidl Plus Marketplace coupons redeemed over the summer and Lidl Plus transactions rising 17% last month.
The discounter has increased funding for personalised coupons by 60% this year and recently launched Lidl Plus Points, allowing shoppers greater flexibility over when and how rewards are redeemed.
Lidl Plus customers can also earn 10 times the usual points on its premium Deluxe range between 1 and 14 October.
Lidl GB chief commercial officer Richard Bourns said: “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.
“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.”
Alongside its pricing push, Lidl has continued to invest in in-store technology, including the rollout of Lidl & Go mobile self-scanning through its app, AI-enabled smart scales and an expansion of self-service checkouts.
The latest investment follows Lidl GB’s FY25 results, published earlier this week, which showed the supermarket attracted an additional 43m customer visits last year.
Higher footfall helped drive a 486m increase in product volumes and a 10.8 per cent rise in turnover, while Lidl said it secured more than £650m in direct switching from rival supermarkets.
Lidl is also accelerating its store expansion programme, with plans to open more than 50 new locations during the current financial year.
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