Taking inspiration from Spotify’s popular year-end feature, Lidl has launched its own “Lidl Wrapped” campaign that transforms Britain’s shopping habits into festive wrapping paper designs.
For the first time, the supermarket chain has analysed data from its app to reveal the most popular products across 10 major UK cities, turning each region’s favourite item into unique Christmas wrapping patterns.
The campaign offers a playful glimpse into what shoppers across the country have been filling their trolleys with in 2025.
From Manchester’s love affair with avocados to Edinburgh’s appetite for salmon, each city’s top purchase has been reimagined as a colourful festive design.
It’s a clever twist on the annual tradition of year-end reviews, showing that our weekly shops can reveal just as much about local character as our music tastes do.
The findings paint a fascinating picture of Britain’s regional tastes. Sheffield surprisingly emerged as the nation’s sushi capital, while Bristol demonstrated an extraordinary appetite for coleslaw.
Indeed, Bristolians purchased an astonishing 11 tonnes of the mayonnaise-based salad throughout the year, equivalent to the weight of a large African bush elephant.
Meanwhile, Glasgow’s seven million ice cubes suggest Scots aren’t letting chilly weather dampen their love of cold drinks.
Britons can honour their city’s favourite Lidl buys with dedicated (and free) Christmas wrapping paper
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LIDL
Lidl’s most popular products (2025)
- London – Cucumber
- Bristol – Coleslaw
- Cardiff – Eggs
- Birmingham – Roses
- Edinburgh – Salmon
- Glasgow – Ice cubes
- Leeds – Peas
- Sheffield – Sushi
- Liverpool – Croissant
- Manchester – Avocado
From cucumber to coleslaw, salmon to sushi, and even ice cubes, Lidl reveals the nation’s favourites
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LIDL
Leeds consumed more than 133 million British Garden peas, while Birmingham shoppers couldn’t resist roses from Lidl’s flower section.
London’s top pick turned out to be cucumbers, Cardiff residents loved their eggs, and Liverpool showed a particular keenness for croissants.
Manchester rounded out the list with avocados as its most-purchased item, confirming the city’s love of trendy brunch ingredients.
Between December 4 and December 17, Lidl will set up free gift-wrapping stations at 10 stores across the country, letting shoppers have their Christmas presents wrapped in their city’s exclusive design.
The pop-ups start in the capital on December 4, where Londoners can snap up cucumber-themed wrapping paper, and end on December 17, where Brummies can find rose-themed Christmassy sheets.
Those wanting to take the “wacky” paper home can buy packs of three sheets for 75p, with all proceeds going to charity Neighbourly.
Lidl GB marketing director Joanna Gomer said: “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.”
The supermarket’s research of 2,000 adults found that 29 per cent of Brits consider themselves “Loyal Locals” who stick to familiar routines, while 19 per cent identify as “Deal Detectives” hunting for bargains.
Lidl pop-up information
- Thursday, December 4 – London, Southwark, 760 Old Kent Road, SE15 1NJ – Cucumber
- Friday, December 5 – Bristol, Watson Way, BS10 7JU – Coleslaw
- Saturday, December 6 – Cardiff, Llanishen, Maes-y-Coed Road, CF14 4HH – Eggs
- Monday, December 8 – Edinburgh, Midlothian, Slateford Road 155, EH14 1NZ – Salmon
- Tuesday, December 9 – Glasgow-Rutherglen, South Lanarkshire, 17 Richmond Place, G73 3BA – Ice Cubes
- Thursday, December 11 – Leeds, Amberton Road, LS9 6SR – Peas
- Friday, December 12 – Sheffield, Chesterfield, Chatsworth Road, S40 2BJ – Sushi
- Monday, December 15 – Liverpool, 1 Jennifer Avenue, L5 5AA – Croissants
- Tuesday, December 16 – Manchester, Oldham, Hollinwood, Albert Street, OL8 3QB – Avocado
- Wednesday, December 17 – Birmingham, Sutton Coldfield, Mere Green, 55 Mere Green Road, B75 5BN – Roses