More than 1.3 million customers shopped at Lidl in the run up to Christmas, helping the discounter increase sales by almost a quarter year on year.

Lidl claims shoppers switched £63 million of spending from other supermarkets, almost triple the amount of the previous year. The retailer had its busiest day of trading in its 28 year history on Friday 23rd December 2022.

Popular products at the supermarket included a Christmas pudding, which saw sales increase 185 per cent year on year and Christmas vegetables, where sales increased by over a third.

Non-food items were also popular with shoppers, with sales of Christmas lights and decorations up 85 per cent and 71 per cent respectively.

Commenting on the news Ryan McDonnell, chief executive at Lidl GB, said: “Every week of the year we are seeing more customers coming through our doors, switching spend to Lidl from the traditional supermarkets. We know they switch to us to make savings, but then they stay with us when they realise that they’re not having to compromise on quality, and this Christmas was no exception.”

He added: “Our strategy - great quality products at low prices - has remained the same since we first opened our doors over 28 years ago. But that is only because it’s as relevant now as it ever has been. It is working because we are seeing big switching gains with over £63m of spend moving to us in the four weeks to the 25th of December. We only see this momentum continuing in 2023.”

Profits at Lidl have quadrupled as customers switch from traditional supermarkets to cheaper options. The company said profit before tax had risen to £41.1 million in the 52 weeks ending 28 February 2022. This compares with £9.8 million for the same period of the previous year.

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