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 24 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 23 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, Lidl said, 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.
Sales of Lidl’s Partytime snack range jumped 32%. Cream liquor sales were up 60%, while champagne sales grew by 25%, Lidl said.
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, Lidl said.
The discount had “no impact on payments to British farmers”, Lidl claimed, as it had invested “directly” into the price cut.
Lidl shoppers also bought eight million stuffing balls, two million litres of gravy, 16 million pigs in blankets, and 750,000 roasting joints, Lidl said.
“For three decades, Lidl has been providing households with access to unbeatable quality and value at Christmas,” said Ryan McDonnell, Lidl GB CEO.
“This year, we were thrilled to welcome more customers than ever before. That’s a strong reflection of the trust our customers place in us and the dedication of our colleagues and suppliers, who work so hard to deliver an outstanding Christmas for the communities we serve.
“In 2024, we continued to raise the bar with product innovation, especially within our Deluxe range, as well as supporting all the community initiatives that are deeply important to us. It’s all been about bringing people together and sharing the joy of Christmas.
“Looking ahead, we’re excited to build on our momentum, growing our presence across the country and continuing to deliver the highest quality at the best prices on the market,” McDonnell said.
Lidl closed 2024 on a run of 15 consecutive months as the UK’s fastest-growing bricks & mortar retailer, according to Kantar’s monthly market share tracker. December’s results are set to be published on 7 January.
Aliyah Siddika, retail analyst at GlobalData, said Lidl had “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,” Siddika said.
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