Over the four weeks to December 29, 2019, overall sales at the discounter grew 11% year on year, making it the fastest-growing bricks-and-mortar retailer over the Christmas period.

The retailer trumpeted its “busiest trading day ever” on December 23 and said over the festive period customers switched £110m of spend across to Lidl from other supermarkets including Aldi.

Lidl also hailed the success of its general merchandise categories, which saw a 9% sales increase in its ‘Middle of Lidl’ range, which it said bucked the wider downward trend in the sector.