Lidl vs Wayfair

Source: Lidl

Online furniture retailer Wayfair is among those in Lidl’s sights

Lidl has been going on the offensive with price comparisons, targeting rival discounter Home Bargains among a string of other retailers.

The supermarket has taken aim at Home Bargains on in-store posters – noted by Grocery Insight’s Steve Dresser on X – claiming a £2 saving on 15 750ml bottles of Highland Spring, at £2.99 versus £4.99.

Lidl has also been pitting its non-food middle aisle prices against Asda, John Lewis, Homebase, Currys, Robert Dyas and online retailer Wayfair in a series of ads in its weekly customer leaflets so far in 2025.

The comparisons have included a claimed £130 saving on a Chicco Next2Me pop-up cot compared with John Lewis, at £69.99 versus £199.99, and an £18 saving compared with Asda on a Minky Ergo ironing board, at £29.99 versus £48.

Not all have been like for like, with Lidl also highlighting a £230 saving on an own label Silvercrest fan heater compared with a Dyson product at Currys, at £69.99 versus £299.99.

“We’re committed to offering great value and low prices across all our products, which we consistently highlight in our marketing campaigns,” said a Lidl spokesperson.

Lidl today made it to 17 months in a row as the fastest-growing bricks & mortar supermarket in Kantar data, with its sales up 7.4% year on year in the 12 weeks to 26 January. Its market share stands at 7.2%, up from 6.9% a year ago.

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