Lidl has joined other grocery chains in rolling out a holiday meal deal — and the discount chain is taking a somewhat different approach to the annual promotion than it did last year.
The German retailer’s latest Thanksgiving-focused special is built around a $45 basket of foods intended to feed 10 people, a change from the $3-per-person package Lidl offered in 2023. But while this year’s promotion appears to be more expensive, the deal includes nearly twice as many items and features a Shady Brook Farms turkey for 39 cents per pound, a dime less than Lidl charged for turkey in its promotion a year ago.
The promotion, which runs through Nov. 27, is centered on private label items such as a 32-ounce box of chicken broth for $1.37, a package of brown gravy mix for 39 cents and a 14.5-ounce can of cut green beans for 59 cents. The deal also includes graham cracker pie crust from Keebler for $1.99.
Notably, Lidl’s Thanksgiving promotion this year is priced slightly below what rival discounter Aldi is charging for its holiday package, which costs $47 for an array of foods also designed to feed 10 people.
Lidl is offering 21 items in its package this year, up from 12 options in 2023, a spokesperson said in an email, describing the $4.50-per-person cost of the deal as “the lowest Lidl US has ever sold this number of items for Thanksgiving.” The grocer does not require customers to use its loyalty app to access any of the discounts in the bundle except for the turkey that is part of the package, the spokesperson said, adding that shoppers can buy any of the items in the deal individually.
The grocer — which last month relaunched its brand in the U.S. — tied its aggressive pricing to the fact it is part of a grocery chain with international reach.
“We are able to offer the lowest price ever because we leverage our global buying power to source the best products at the lowest costs,” Lidl US CEO Joel Rampoldt said in a statement.
In a sign of how grocers are jockeying for position with value-hungry shoppers as Thanksgiving comes into view, retailers are advertising that their respective holiday meal promotions are more affordable overall than they were in the past.
While Lidl is touting the fact that its package includes more choices than it did in 2023, Aldi said its holiday mean package is less expensive than it was in 2019. Walmart, meanwhile, is offering an “inflation-free” holiday deal that it said costs less than what the retailer charged for a similar package in 2023.
