“The grocer claims the ‘Social Price Drop’ promotion is the first time a supermarket has determined the price of a product through crowdsourcing.

Lidl will invite the public to cut the cost of a different festive product each week in the four weeks leading up to Christmas.

Example: the grocer’s Christmas lobster, which usually retails at £5.99, will be the first product to have its price set through the strength of conversation on Twitter.

Customers have two days to drive down the price of the lobster by tweeting about it and on Wednesday the final product price will be announced and the product will be available for sale from Saturday.

A special reduced price tag will highlight the socially driven price cut in-store.

Lidl will repeat the process with three other flagship products in the weeks before Christmas.”

Posted in: Infographic of the day