An independent enquiry has revealed that grocery retailer Lidl has become a gateway store, leading the middle classes to try harder discounters like Netto and Poundland. Well-heeled shoppers are enticed in with cut-price flowers and the smell of fresh ciabatta, only to become addicted. Many stare vacantly, mumbling that it is ‘just as good as Sainsbury’s’ and then, tragically, start experimenting with the harder stores.
Retired solicitor John Smith said: ‘It all started out as a bit of fun, but now I spend most my days hooked on the worst kind of shops – Wilko, B&M, you name it. It’s just the thrill of finding four Mars bars for 79p. How do they do it? My wife has been very supportive, she takes me to John Lewis every Saturday, but when I see the prices I just want to cry.’