Lidl has reported a record-breaking Christmas trading period, as sales of its Deluxe own-brand products flew off the shelves.
The discounter reported a 12% increase in overall sales across the festive period and an 11% jump in sales of its own-label premium products.
The retailer said its strong festive performance was driven by a surge in new customers, as 4.5 million more people came through its doors in December, with the busiest day being December 22.
Bestselling products over the period included macarons, Christmas pâté and Deluxe crisp flavours such as lobster cocktail and parmesan and truffle.
Sparkling wines were the go-to drink of choice with sales doubling in December, while prosecco sales were up 45%.
Lidl sold a turkey every two seconds in the week leading up to Christmas day, and it sold 2,000 tonnes of British potatoes and 1,600 tonnes of carrots.
Lidl GB chief executive Ryan McDonnell said: “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. It’s a testament to the incredible contribution of our colleagues and suppliers who worked so hard to provide a fantastic Christmas for the communities we serve.
“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.”
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