Lidl Shoppers Lament End of Monthly Freebies as Chain Switches to Points System

Lidl shoppers expressed disappointment this week after the discount chain overhauled its loyalty program, eliminating monthly freebies such as vegetables and pastries in favor of a points system.

Lizi Hall, a 44-year-old from Chichester, spent at least £250 on family groceries each month under the old scheme. In return, she received a 10% discount voucher for her next visit, which she used for a big shop. "We've got it down to a bit of an art," Lizi said. "The loyalty system for me really did work."

She also claimed free vegetables after spending £50 in a month, often choosing a 7kg bag of potatoes priced at £4. Rewards had to be redeemed within a limited time, usually a week.

The new Lidl Plus system awards one point per £1 spent, with opportunities for bonus points. Shoppers can redeem points for products or money-off coupons via the app without tight expiration dates.

Some customers told the BBC they like the chance to accumulate points since they did not spend enough for many old deals. But complaints filled Lidl groups on Reddit and Facebook, with users saying the scheme lacks generosity. They noted needing far more spending now for a free bakery item, compared to just £10 previously.

Lizi said the changes won't keep her loyal to Lidl. She plans to alternate with Aldi to chase savings as inflation and global conflicts drive up prices.

London students Amelie Harding, 20, and Madeleine Mourgue d'Algue, 19, valued personalized app offers like discounts on veggie burgers, which Amelie buys often. "I really only shop at Lidl," Amelie said. "I really like the loyalty card."

She regrets losing monthly free bakery items but looks forward to earning points.

Lidl told BBC News the points system "allows our customers to choose the rewards that suit them best," adding that shoppers can now "choose exactly how and when to redeem their savings."

Other chains have made similar updates. Asda revamped its program last year, shifting from 10% cashback on select items to app-based earnings. Some customers called it "useless," but Asda said it delivers "consistently low, accessible prices for all customers."

M&S personalized its Sparks scheme last month, offering tailored app deals and credit for any products. Shoppers reacted with mixed views. M&S said: "The new Sparks moves from discounts to real money rewards for shopping."

Co-op ended its points system in 2024.

Retail expert Catherine Shuttleworth warned that altering loyalty schemes carries risks. "When you meddle with loyalty schemes, you do so at your peril," she said. "You can give away lots of points, but if you're £5 dearer than your competitor, people will swap anyway."

TCC Global research showed most shoppers join four or five schemes and focus on the receipt total. Seb Hill of TCC Global called Lidl's old program "very rewarding" but said the new one aligns it with competitors.

Loyalty perks often show in dual pricing, with lower rates for members at Tesco, Sainsbury's, Co-op and Lidl. Some customers claim this inflates base prices, but a 2024 Competition and Markets Authority report found loyalty schemes provide real savings and little evidence of price inflation.

Tesco Clubcard and Sainsbury's Nectar points convert to restaurant vouchers or Avios for flights. Waitrose offers free hot drinks as a perk.

One shopper prefers Aldi, Farm Foods and Iceland, which lack loyalty cards but deliver better value. Which? ranked Aldi as the UK's cheapest supermarket in April, with Lidl second.