Promotional Goods at Lidl Before the End: Customers Are to Blame

Promotional Goods at Lidl Before the End: Customers Are to Blame

The discounter Lidl takes a drastic step and lowers its range. The culprits are declining sales, inflation and declining purchasing power.

Dortmund – Discounter Lidl is popular not only with its customers because of cheap groceries. There are always real deals to be found in the so-called non-food sector. This includes all kinds of products from pajamas to tools to expensive electronics. But this offer is now being reduced considerably.

discounters Lidl
the headquarters nekarsulm
Establishment 1932, Germany

Lidl “significantly” undercuts promotional items because customers are not in the mood to buy

Responsible people from 30 Lidl countries say it out loud Food Newspapers (LZ) Non-food ordered for 2023 – according to insiders, it should be “significantly lower” than expected. In the coming year, Lidl will have a slimmer range of popular grab belt tables.

In Lidl’s non-food sector, customers often found bargains – but the sector is narrowing.

© Kristjan Teidema / Imago

The reason for the redesign of the range is the decline in sales, low purchasing power of the customers and logistics problems. A Liddle Manager Explains Them LZThat inflation is disproportionately affecting the discounting customers. The buying mood is not expected to improve in the next six to twelve months.

Non-food goods currently account for only ten percent of total sales in all countries. The target is actually 15 percent. In Germany, the total turnover of goods must be less than ten percent.

Discounters Aldi and Lidl are fighting over promotional goods in the non-food sector

According to the newspaper, Lidl is particularly concerned about the purchasing power of customers in view of rising energy prices. Where initially product availability was an issue, now customers need to watch their money. Given the new challenges, Reeve and Edeka will also have to limit an offer.

“There has been a dramatic drop in everything over 20 euros,” said one discount manager. LZ with. And Lidl isn’t the only one with this problem. Aldi is grappling with its non-food items as well. To LZResearch, the share of sales fell below 20 percent. Of discounters Want to respond to current developments, as the situation requires more flexibility. It is not known whether Aldi will significantly reduce the non-food sector as well.

List of rubrics: © Michael Gstettenbauer/Imago

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