Supermarket giant Lidl has launched its first-ever 'Lidl Wrapped' campaign, transforming the nation's shopping data into a series of whimsical, festive wrapping paper designs. The initiative reveals the most-purchased products in 10 major UK cities throughout 2025, offering a quirky snapshot of British grocery habits.
City-Specific Designs Reveal Local Tastes
Using data from its app, Lidl has identified a unique top product for each participating city and turned it into a bespoke wrapping paper pattern. The results highlight surprising regional preferences. Manchester shoppers showed a love for avocados, while Bristol bought a staggering 11 tonnes of coleslaw. Contrary to expectations, Sheffield emerged as the UK's sushi capital, not London, though the capital's residents were crowned cucumber fanatics.
Other notable findings include Birmingham's preference for roses, Leeds consuming over 133 million British Garden peas, and Cardiff favouring eggs. Edinburgh opted for salmon, Liverpool adored croissants, and Glasgow, defying its chilly climate, purchased seven million ice cubes.
Free Wrapping Stations and Charity Initiative
To celebrate these local quirks, Lidl is opening free gift-wrapping stations at 10 selected stores across the country. From the 4th to the 17th of December 2025, customers can have their Christmas purchases 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 the community charity Neighbourly. This offers fans a chance to add a uniquely local touch to their Christmas gifting while supporting a good cause.
Research Uncovers UK Shopper Personalities
The launch of the wacky wrapping paper follows research involving 2,000 adults, which explored the shopping trends and personalities that defined the year. The study identified several distinct shopper types:
- 'Loyal Locals' (29%): Brits who stick faithfully to their local store and routine.
- 'Deal Detectives' (19%): Shoppers who hunt for discount codes and vouchers.
- 'Middle Aisle Masters' (6%): Those who can't resist the non-food bargains.
Commenting on the campaign, Joanna Gomer from Lidl GB said: "This year, our customers have shown us once again that the weekly shop is about more than groceries... 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."
The full list of Lidl's most-bought products by city featured in the 'Lidl Wrapped' collection is:
- London - Cucumber
- Bristol - Coleslaw
- Cardiff - Eggs
- Birmingham - Roses
- Edinburgh - Salmon
- Glasgow - Ice cubes
- Leeds - Peas
- Sheffield - Sushi
- Liverpool - Croissant
- Manchester – Avocado
