Lidl’s record breaking Christmas driven by Deluxe range
Lidl GB has posted record Christmas trading with sales increasing by 12% year-on-year in the four weeks to 24 December.
The supermarket saw a surge in shoppers in December with 4.5 million more people coming through its doors. In addition to being the supermarket’s busiest day of the month, Friday 22 December was its busiest day on record.
Trading was boosted by strong sales of Lidl’s Deluxe lines which increased by 11% in the three months to Christmas and included items such as Deluxe Macarons, Deluxe Christmas Pâté and Deluxe Christmas Crisps. Christmas classics were also in high demand with the supermarket selling a fresh British turkey every two seconds during the week before the big day.
Ryan McDonnell, Lidl GB chief executive, said: “Deluxe proved to be a standout winner this Christmas with record-breaking sales as we saw customers not only start their festive celebrations early but trade up to premium lines across all categories.
“As we look ahead into 2024 and even higher footfall, we remain relentlessly focused on continuing to do what we do best – which is always offering the highest quality on the market for unbeatable value.”
Due to popular demand, Lidl brought back its advent promotion on its Lidl Plus rewards app. In the run up to Christmas Day, customers were offered a variety of additional coupons including 25% off Lidl’s Favorina Lebkuchen, Buy One Get One Free on a Gingerbread Plait, as well as a free pack of Favorina Chocolate Lollies when spending £25.
Meanwhile. Lidl’s Christmas merchandise continued to entice customers with jumper sales surging by 40% from 23 November to 24 December.
McDonnell added: “I’m incredibly proud of our performance this Christmas in what was the busiest trading period in our history. As the fastest-growing supermarket in the country, we welcomed more customers through our doors than ever before and ensured that we delivered the quality and price promise they have come to expect from us.”