Hello MCR
24 Hours in Lidl: The Documentary is Intentionally Misleading?
I love supermarkets, I love a bargain, and I love little-known tips like when’s the best time to shop. And that’s not an easy question to answer: there’s the best time in terms of fresh produce, the cheapest prices, the bakery’s output, and simply the least crowded time to be in the shop. Then there are loyalty programmes, points, vouchers, cashback, and the famous 2-4-1 offers. Some supermarkets even have their own credit card too.
So the 43-minute documentary wasn’t a hard sell in my case.
Coming into it I expected two things:
- Learn quite a few things about Lidl itself and how supermarkets are run.
- A head-2-head comparison between Lidl and the big boys like Tesco and Sainsbury’s.
“24 Hours in Lidl” provides the goods on the former. It takes you through a 24 hour cycle, and explains the ins and outs of their system. Everything has to run on schedule, as efficiently as possible, for them to be able to bring costs down and compete with the bigger players.
However, I was anxiously waiting for the kind of head-2-head comparisons I felt were inevitable. How does Lidl compare to Asda or Aldi in terms of price? Those questions were avoided. In that case, what about Tesco and Sainsbury’s?
How Does Lidl Compare to Sainsbury’s?
Well, the documentary answered this in the following way: an £80 shop in Lidl followed by looking up the items online at Tesco. And yes, Lidl was a little cheaper. There are a few things wrong with this methodology (we don’t even know what they bought, it’s not hard to skew the results in their favour), but here’s the main one: they conveniently left out Sainsbury’s.
“24 Hours in Lidl” avoids a direct comparison with Sainsbury’s throughout the documentary. In fact, I believe every other supermarket is mentioned besides Sainsbury’s and perhaps M&S. So here’s what they don’t tell you: shopping regularly in Sainsbury’s has very little to do with the prices in store. If you’re a Nectar member, you’ll get offers and discounts specifically on items you regularly buy.
If you’re using smart shop, you’ll see those discounts as you shop. I almost never pay full price – discounts can go up to 50%.
But that’s not all. The Sainsbury’s/Nectar duo opens the door to more cashback and offers:
- The Nectar card itself earns you points which you can redeem for £2.50, £5, £7.50, £10.
- Sainsbury’s, unlike Lidl, has giftcards for you to buy on the Cheddar and Jamdoughnut apps. Currently, you can get 4.10% cashback.
- Monzo regularly has cashback offers for Sainsbury’s. currently 8% with a maximum of £30 in earning.
- The American Express Nectar card gives you at least 3 points for every £1 spent. Nectar card also partners with Argos, eBay, ASOS, Sky, British Airways and more. For example, the next time you buy electronics at Argos, or a coffee machine on eBay, you can redeem all those points on your next Sainsbury’s shop.
Final Thoughts
This was a fun documentary watch. It uncovers some of the tricks used by Lidl; like the trolley they use so you don’t notice how heavy it’s getting, and the prices shown above the items instead of below. The trickery here is a little dubious, but that’s how the game is played. Having watched it, I did learn a few things. But I also learned to crunch my own numbers. Sainsbury’s it is.
Have a look for yourself:
Sainsbury’s – Shop online at Sainsbury’s
Nectar – The Nectar Loyalty Card
Jamdoughnut – instant rewards on purchases
Cheddar – earn cashback with the Cheddar Pay app
Amex Nectar – earn extra points with the American Express Nectar Credit Card
As always, this is not financial advice. Please do your own research and/or consult a professional before making any financial decisions.