Lidl has hailed “record” Christmas results after its December sales topped £1bn for the first time.
Kicking off what’s expected to be a flurry of festive results from the supermarkets over the next couple of weeks, Lidl revealed its sales increased by 7% year on year over the four weeks to 24th December. It didn’t include volume figures but said it had attracted two million more shoppers during the period compared to the previous year, with 23rd December, the Monday before Christmas, the busiest day.
Investments into its premium Deluxe range, particularly desserts, were one of the reasons behind the sales increase, adding it had expanded the range in the festive run-up. New lines included Christmas Jumper Desserts, Sticky Toffee Crowns, and Belgian chocolate-based Christmas Express.
Lidl was fully engaged in pre-Christmas dinner price wars, and twice slashed the price of core Christmas veg lines in a bid to gain a lead over rivals. The final price of 8p per pack during the Christmas week, which was also matched by Asda, , contributed to shifting 6,500 tonnes of veg.
The discount had “no impact on payments to British farmers”, Lidl claimed, as it had invested “directly” into the price cut.
Lidl closed 2024 on a run of 15 consecutive months as the UK’s fastest growing bricks & mortar retailer. December’s results are set to be published on 7 January.
Lidl has successfully captured a broad customer base despite shoppers tending to trade up to more premium grocers ahead of Christmas. Lidl has positioned itself as a top choice for customers seeking value, quality, and unique products.