Supermarket giant Lidl has launched its first-ever 'Lidl Wrapped' campaign, transforming the nation's favourite grocery purchases into a series of quirky, festive wrapping paper designs. The initiative reveals the distinct shopping habits of customers across ten major UK cities, based on data from the Lidl app.
City-by-City Shopping Secrets Unwrapped
Each bespoke design is inspired by the most-purchased product in a specific city. The data paints a surprising picture of regional tastes. Manchester shoppers showed a love for avocados, while Bristol residents bought a staggering 11 tonnes of coleslaw in 2025.
Contrary to expectations, Sheffield emerged as the UK's sushi capital, not London. However, the capital's residents were crowned cucumber fanatics. Birmingham's favourite flower was roses, and Leeds went through over 133 million British Garden peas.
Other local favourites include eggs in Cardiff, salmon in Edinburgh, and croissants in Liverpool. Despite the colder climate, Glasgow purchased seven million ice cubes over the year.
Free Festive Wrapping and Charity Support
To celebrate these national quirks, Lidl is opening free gift-wrapping stations in ten stores nationwide. Between 4th and 17th December, customers can have their gifts wrapped for free in their city's exclusive design.
Shoppers can also purchase packs of three wrapping sheets for 75p, with all proceeds donated to Neighbourly, Lidl's charity partner supporting local community projects.
Shopper Personalities and Looking Ahead
The launch follows research of 2,000 adults that identified key British shopping personalities for the year. Nearly a third (29%) are 'Loyal Locals', sticking to their routine, while 19% are 'Deal Detectives'. A proud 6% identify as 'Middle Aisle Masters', hunting for non-grocery bargains.
Joanna Gomer from Lidl GB commented on the findings: "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 that make life easier and bring people together."
She added, "Looking ahead to 2026, we're focused on giving our customers even more to value, extra reasons to smile, and plenty of those Lidl surprises that keep them coming back for more."
Lidl's most bought products by city are:
- London - Cucumber
- Bristol - Coleslaw
- Cardiff - Eggs
- Birmingham - Roses
- Edinburgh - Salmon
- Glasgow - Ice cubes
- Leeds - Peas
- Sheffield - Sushi
- Liverpool - Croissant
- Manchester - Avocado
