Blog: Lidl swaps blazing sunshine for festive cheer

Michelle Russell | 26 July 2013

Who says you can't celebrate Christmas in July? Lidl certainly didn't see the problem as I walked from the blazing summer sunshine into their 'grotto' yesterday (24 July) to sample the delights of the retailer's Christmas food range.

Lidl appeared to be the last of the major retailers to hold their Christmas range launch but it was no different to the others in wanting to impress.

The Christmas trading period is vital for food and grocery retailers as they go head-to-head, battling for their share of the consumer pound. As such a crucial trading period, it can account for a significant proportion of annual profits. And with Christmas a time for consumers to trade up, the German discounter was keen to show how it was going to woo shoppers in this year.

And its range certainly had a premium look to it, from the Icelandic Black Capelin Caviar and Norwegian Hand-Salted Smoked Salmon to the Beef Wellington with a Merlot & Brandy Jus to British Redleg Partridges.

Despite hard-up Britons becoming more frugal as the economy continues to bite, December is a time when retailers can really push the boat out and cash in by offering something more indulgent with a higher price tag. As Waitrose MD Mark Price said after last year's festive trading period, the market is polarising and it will be the brands at the opposite ends of the spectrum, who are offering something different, that will emerge as winners.

For Lidl, a retailer with a "no frills" operation, the grocer certainly appears to have pushed the boat out this year in order to ensure it features high on consumers' radars this Christmas.

Companies: Lidl

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