Discount supermarket giant Lidl has launched a novel festive initiative, unveiling its first-ever 'Lidl Wrapped' range of bespoke Christmas wrapping paper. The unique designs are based on the most popular products bought by shoppers in ten major UK cities, offering a quirky snapshot of the nation's grocery habits.
From Avocados to Ice Cubes: A Tapestry of Tastes
Drawing on data from its loyalty app, Lidl has transformed regional bestsellers into festive patterns. The results reveal some surprising local preferences. Manchester emerged as a hotspot for avocados, while Bristol shoppers purchased a staggering 11 tonnes of coleslaw.
In a twist, Sheffield claimed the title of the UK's sushi capital, outpacing London. The capital's own peculiarity was a notable fondness for cucumbers. Birmingham customers favoured roses, and Leeds residents bought over 133 million British garden peas.
Other city-specific highlights include a taste for eggs in Cardiff, salmon in Edinburgh, and croissants in Liverpool. Perhaps most unexpectedly, Glasgow defied its climate by buying seven million ice cubes over the year.
How to Get Your Hands on the Paper
To celebrate these findings, Lidl is offering complimentary gift-wrapping services at ten selected stores nationwide. From December 4th to December 17th, 2025, customers can have their Christmas purchases wrapped for free in their city's unique design.
For those wishing to wrap at home, packs of three sheets of the special wrapping paper can be purchased in-store for just 75p. Lidl has confirmed that all proceeds from these sales will be donated to Neighbourly, a platform connecting businesses with local charities across the UK and Ireland.
Reflecting a Nation of Distinct Shoppers
The launch coincides with a study of 2,000 adults examining UK shopping personalities. It found 29% consider themselves 'Loyal Locals', sticking to familiar shops and routines. Meanwhile, 19% identified as 'Deal Detectives', hunting for discounts, and 6% proudly called themselves 'Middle Aisle Masters', captivated by the supermarket's non-food offerings.
Joanna Gomer from Lidl GB commented: "This year, our customers have shown us once again that the weekly shop is about more than groceries, it's about moments, surprises, and the little joys... Looking ahead to 2026, we're focused on giving our customers even more to value and plenty of those Lidl surprises that keep them coming back."
The 'Lidl Wrapped' campaign cleverly combines data, local identity, and festive spirit, providing a free, fun service while highlighting the diverse tastes that characterise British cities.
