Discount grocer, Lidl, has announced a £250million investment to cut prices on everyday items, helping shoppers save more in the run-up to Christmas.

The move is part of Lidl’s ongoing commitment to keeping prices low and offering customers value for money across their shop. Since the start of the year, the retailer says it has reduced prices on 1,000+ product lines.

In addition to price drops on everyday essentials, it will also serve offers to customers via its Lidl Plus loyalty scheme, with new coupons landing in its app each week, as well as rewards when shoppers reach spend thresholds.

“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.

Looking ahead to the Peak Trading period, Lidl confirmed that all of its UK stores would close on Christmas Day and most stores will also remain closed on Boxing Day and New Year’s Day.

Predictions for festive footfall

Lidl also shared insights into the busiest times to shop to help customers plan ahead. It predicts its busiest trading day of the Christmas season will be Mon 22 Dec, with the middle of the day when it expects the most crowds.

More widely, predictions from Sensormatic Solutions tip Super Saturday (20 Dec) to be the busiest in-store shopping day of the entire Peak Trading period, followed by the Saturday after Black Friday (29 Nov) in second and the last full shopping day before Christmas, Tue 23 Dec, in third place.

“The Christmas rush is right around the corner and competition for customer attention this year will be fierce,” said Andy Sumpter, Sensormatic Solutions’ EMEA Retail Consultant. “With economic uncertainty affecting both shoppers and businesses, stores that prioritise precise, personalised omnichannel promotions will have an edge.”