Lidl sales rise 2.6% over Christmas period

Lidl has reported a 2.6% increase in total sales year-on-year in the four weeks to 26 December 2021, attributing customers switching from other grocers to the increase.

The discount retailer, owned by Schwarz group, also revealed a 21% increase in sales versus 2019, before the pandemic and lockdown restrictions started impact trading.

Lidl GB said it gained £21 million of sales in the four-week period from customers switching from other supermarkets, citing research from Kantar.

According to the discount grocer, which claims to be the “fastest growing bricks and mortar retailer”,  footfall levels in the week leading up to Christmas were up 14% year-on-year, with 23rd December being the busiest day.

READ MORE: Lidl GB head Härtnagel stepping down to join German business

Lidl Christmas jumpers became the fastest selling product in the middle of Lidl aisle during the period, with approximately one jumper sold every two seconds on its first day of sale, Lidl revealed.

“Despite ongoing challenges with the pandemic, customers continued to find ways to celebrate this Christmas. Our high quality, low priced festive ranges proved a hit, helping us achieve a record Christmas with footfall and sales beating the previous two years,” Lidl GB chief executive Christian Härtnagel said.

“As ever, none of what we do would be possible without the hard work of our colleagues across the country and our suppliers. I cannot thank them enough for their efforts during this period as we continued to navigate the industry challenges to provide for our customers, ensuring all stores were well stocked.

“As inflation continues to rise, I want to reassure each and every one of our customers that we remain resolute in our promise of being the destination for the lowest grocery prices in the market.”

During the festive period, Lidl also ran its food donation programme until Christmas Eve, resulting in nearly 5.5 million meals being donated to local charities via its Lidl’s Feed it Back scheme in partnership with Neighbourly.

Lidl also opened eight new stores across the country in December.

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