Lidl has announced a major change at checkouts across its UK stores, giving customers a new way to support charity while shopping. The supermarket is rolling out a micro-donation system in partnership with Pennies, a digital donation platform. This will allow shoppers paying by card to round up their total and donate up to 30p to the NSPCC’s Childline Service, a confidential helpline supporting vulnerable children.
The initiative follows a successful trial in selected stores, and Lidl aims to fully implement the system across the UK by mid-March. With a goal of raising £5 million by 2030, Lidl is extending its five-year partnership with the NSPCC to provide essential funds for the charity.
Customers are not required to opt in to the donation system, but they will be given the choice at checkout when using a card payment terminal. The supermarket hopes that by enabling small, frequent donations, the initiative will create a massive collective impact for UK charities.
How Will the Micro-Donation System Work?
Lidl shoppers paying by card will notice a new prompt at checkout, asking if they want to donate up to 30p to charity. This feature will be built into the card reader, making it a quick and seamless process for those who wish to contribute.
The initiative is powered by Pennies, a UK-based micro-donation platform that helps businesses incorporate cashless giving into their payment systems. According to Pennies, if every UK customer donated just 35p per week, the scheme could generate £1 billion a year for UK charities.
Lidl has clarified that this initiative is meant to complement the existing in-store cash donation tins, rather than replace them. The micro-donations will be entirely optional, allowing customers to choose whether or not to contribute.
Why Is Lidl Introducing This Change?
Lidl has been a long-term supporter of charitable initiatives, having already raised £10 million for the NSPCC since the start of its partnership. The decision to introduce digital micro-donations aligns with the supermarket’s goal of making charitable giving more accessible for everyday shoppers.
Lidl GB’s CEO, Ryan McDonnell, highlighted the importance of this initiative, stating:
“We are delighted to be extending our partnership with the NSPCC and to give voice to the amazing work they do to ensure that children across the country have the support they need.
Thanks to the incredible generosity of our colleagues and customers, we’ve managed to raise an astonishing £10 million for the NSPCC to date, but we want that figure to keep growing.
So, by bringing Pennies into our stores, we’re offering our customers a simple way to contribute to causes that matter, turning small donations into a significant collective impact.”
What Impact Could This Have?
The new donation system is expected to provide a steady stream of funding for the NSPCC’s Childline Service, which offers 24/7 support for young people facing abuse, neglect, or mental health struggles.
Chris Sherwood, CEO of the NSPCC, praised Lidl’s commitment to long-term support, stating:
“We are thrilled that Lidl will be supporting the NSPCC for another five years with an extraordinary goal of raising £5 million in the same period.
We look forward to continuing to work together on new projects and ways of fundraising, including the Pennies initiative, which sees customers being able to make micro-donations at the till.”
With Lidl’s large customer base, even small contributions could add up to millions of pounds in additional support for Childline and other NSPCC services.
When Will Shoppers See This Change?
Lidl has already begun rolling out the micro-donation system across its stores, with the goal of nationwide implementation by mid-March. The initiative will run for an initial six-week period, after which Lidl will assess its impact.
While some shoppers may welcome the easy and convenient way to donate, others may prefer to opt out, as the feature is entirely voluntary.
As digital payments become the norm, cashless charity donations like these could become a more common feature in supermarkets and retailers across the UK.
