Lidl GB has reported its strongest festive trading period to date, with sales up 10 per cent year-on-year and turnover surpassing £1.1 billion in the four weeks to Christmas Eve, according to company figures.

Shopper numbers rose 8 per cent compared with last year, with nearly 51 million customers visiting stores over the festive period.

The discounter said Monday 22 December was the busiest trading day by sales, while Tuesday 23 December recorded the highest footfall as customers completed last-minute shopping.

Lidl pointed to sustained investment in pricing and British sourcing as key drivers. The retailer continued its “We Won’t Be Beaten on Price” commitment and promoted a Christmas feast for eight at £1.24 per person. It said its long-term sourcing model enables competitive pricing while supporting a resilient British supply chain, with £300 million invested across 2025 to keep prices low.

British favourites performed strongly. Lidl cited best-sellers including Valley Spire Cheese Truckles and Deluxe hand-cooked crisps, while British vegetables featured in its festive “Pick of the Week” promotion. Shoppers purchased over 11,000 tonnes of seasonal produce in the week leading up to Christmas Eve, a 70 per cent increase year-on-year, with easy-peeler clementines up almost 40 per cent.

Festive shopping started earlier, with more than 30 million mince pies sold from September. Non-food ranges added momentum, as Middle of Lidl categories saw wooden toy sales rise by nearly a quarter year-on-year. The retailer was named the number one wooden toy retailer in Europe, selling more than half a million units in the first few days of launch. Customers also bought over nine million Christmas cards and more than one million candles.

Digital engagement contributed to the performance. Lidl Plus active users increased by 28 per cent in November, with redemptions up 43 per cent year-on-year. In December, the return of the Advent Calendar campaign generated millions of daily engagements and lifted redemptions by more than 400 per cent versus the previous year.

Premium own-label lines recorded notable gains. Champagne sales grew 260 per cent in the busiest week after a Lidl Plus promotion reduced the price of Comte de Senneval Champagne to £9.99. The refreshed Deluxe party food range delivered triple-digit growth, with products such as the Deluxe Tiramisu Panettone and the award-winning Deluxe Winter Wonderland Cheesecake selling strongly.

Ryan McDonnell, chief executive officer at Lidl GB, said: “2025 was a record-breaking Christmas for Lidl – with more customers choosing to shop with us than ever before. By continuing to invest in low prices and champion British food, all without compromising on quality, we’ve seen loyalty soar.”

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