Lidl Shoppers Furious Over Change to Orange Sticker Discounts & Reduction Hour

• Lidl shoppers express frustration after major discount changes
• Orange sticker offers reduced to 50% and 20% off, from 60% and 30%
• 'Bakery happy hour' discount slashed from 30% to 20%

Customers accuse Lidl of focusing on profit over customer satisfaction. Experts weigh in on Lidl's strategy amidst rising costs and competition Lidl has made significant changes to its discount system, causing anger among loyal shoppers who relied on the store's "orange sticker" discounts.

These are used for items close to their expiry date, with discounts applied towards the end of the day. Previously, discounts reached 60% for products nearing their sell-by date and 30% for those expiring the following day. Now, these discounts have been reduced to 50% and 20%, respectively, leading to frustration among bargain hunters.

In addition, Lidl's popular "bakery happy hour," where customers could get 30% off bakery items after 7pm, has also seen a price cut, now offering only a 20% discount. Shoppers on social media and forums like Reddit have voiced their displeasure, with some saying the reductions are no longer worth it, especially for products nearing the end of their shelf life.

One shopper commented, “I used to regularly get 30% discounts with two or more days left on sell-by dates, and 60% for same or next day. Now it's just 20% for next day and 50% for the same day – it's no longer generally worth it.” Another added, “It feels like Lidl is focused on the extra 10% profit from items past their best, and it’s putting me off.”

The changes come as Lidl faces financial pressures, including rising costs and national insurance increases. The company has reportedly returned to profit but is bracing for tougher times ahead. Marketing consultant Catherine Shuttleworth suggested that reducing discounts on products nearing expiry could be a strategy to reduce losses from surplus stock, especially as competition in the grocery sector continues to intensify.

Susannah Streeter of Hargreaves Lansdown noted that this shift could help mitigate the impact of rising costs. Despite the backlash, experts believe that demand for reduced-price items will likely remain high, especially during the busy holiday season.

Tom Church, co-founder of LatestDeals.co.uk, commented: "While it’s disappointing for bargain-hungry shoppers, it's clear Lidl is adapting its pricing to meet the challenges of the current market. However, consumers are wise to continue comparing prices across supermarkets to ensure they are getting the best deal.