Lidl Shifting Weekly Promotional Schedule

Beginning March 21, Lidl will offer its U.S. customers weekly promotions on Friday, a shift from its long-standing policy of providing sales to shoppers on Wednesday.

According to the company, the change is being implemented to better align with its customers’ shopping habits while also providing a more convenient shopping experience.

"We are always looking for ways to enhance our customers' experience," said Frank Kerr, chief customer officer at Lidl US "We believe that this new schedule will make it easier for our customers to take advantage of our promotions and enjoy their shopping with us."

The shift in how Lidl shares its weekly specials with shoppers is the latest move by the grocery to reinvigorate its presence in the U.S.

This past fall, Lidl US rolled out a new marketing campaign as part of an effort to relaunch its brand to American consumers and highlight the differences between it and other grocery retailers. 

Officials with Lidl said the company is looking to put the “super” in supermarket by delivering a curated collection of own brand items, global imports, and everyday name brands. The effort included in-store signage, online videos, billboards, digital displays, and more. 

The company is also sharpening its expansion efforts with a focus on opening new stores in metropolitan areas such as Washington, D.C., Atlanta, and New York.