Part two of two. Denise Van Outen finds out how Lidl and Aldi are taking on the big-name stores this Christmas, a period that often sees a downturn in their fortunes as customers seek premium food, drink and presents. This year, they hope to keep our attention with novelty presents and brands that resemble high-end products at a much cheaper price.

Part one of two. How supermarkets Lidl and Aldi have created shopping destinations in their middle aisles, luring in customers with eclectic products they never realised they needed and creating social media sensations. Denise Van Outen uncovers the clever psychological strategies behind the seemingly disorganised middle aisles, discovering how the German discount supermarkets exploit consumer's fears of `missing out" to encourage them to keep coming back for more deals.