Lidl shoppers furious over big change to orange sticker discounts and ‘reduction hour’ where it slashes prices

LIDL has made a big change to its orange sticker discounts and “reduction hour” in supermarkets – and shoppers are not happy about it.

The bargain grocer offers money off food that’s close to its expiry date, using orange stickers towards the end of the day.

Up until last month the discounts were 60% and 30% off depending on how close the items were to expiring.

But now they have been reduced to 50% and 20% respectively.

Its “bakery happy hour” – where a customer could get a 30% off coupon for bakery items after 7pm – has now been cut to 20%.

The change has caused a furore amongst Lidl’s loyal customers.

One said on Reddit: “I used to regularly be able to get 30 per cent discounts with 2+ days left on sell by date and 60 per cent on same/next day.”

“Now it’s 20% for ‘next day’ and ‘same day’ 50%.

“The post-7pm bakery is also reduced to 20% discount.

“TBH it’s no longer generally worth it.”

Another said on hotukdeals.com: “Cheeky sods. Really are they that focused on the extra 10% profit from items already past their best.”

A third added: “Puts me off, begin to think what’s the point of 20%.”

Another customer fumed:” Bread that nobody wanted all day & is now stale reduced by 20% after 7pm Such a deal !”

It comes after ex-Lidl worker Roo Dhissou revealed in June that Lidl starts marking items down for discounts two days before they expire.

Meanwhile marketing consultant Catherine Shuttleworth added that prices are generally slashed by 30 per cent at first, and then by 60 per cent the next day.

Susannah Streeter, of investment firm Hargreaves Lansdown, said: “’Lidl has returned to profit after a challenging period as it faced rising costs at a time when competition in the grocery sector has intensified.

“Although the chain has grabbed more market share and is trading well in the run-up to Christmas, it’s bracing for tougher times ahead.

“The increase in employers’ national insurance contributions will hit the company hard, given it employs so many staff across its network of stores.

“It has already warned that prices may have to rise. Reducing the discounts available on produce close to sell-by dates is one way of helping reduce potential losses incurred on surplus stock, and help mitigate the impact of the tax rise.

“Given how popular the reduced items are, it’s unlikely to limit demand in the discount aisle.’’

A spokesperson from Lidl said: “We continuously review our offers to ensure we are providing our customers with the best value in the market while reducing food waste and optimising our operations.

“Alongside these efforts, we’ve introduced Lidl Plus Offers, giving customers regular access to great deals—this week, for example, customers have been able to get over 40% off plums, as well as bakery offers like Pain au Chocolat for £1.50 (saving 57p) and 4 Maple & Pecan Plaits for £2.20 (saving 59p).”

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