Pigs in Blankets and Fizz help boost Lidl Christmas sales
Lidl’s Christmas trading period was its most successful on record, with party food sales rising by a third, the supermarket chain said.
Revenue rose almost 7% to more than £1 billion in the four weeks to Christmas Eve as customers bought 16 million pigs in blankets and one turkey every second.
An increase in its store count this year also helped sales, although there are signs that growth may be slowing.
Meanwhile, the chain has joined many of its rivals in arguing that Tax hike announced in Budget could lead to loss of jobs and increase in prices for customers,
The supermarket chain’s Christmas sales figures were helped by its highest-ever number of customers over the period, with more than 2 million people shopping, as it attempts to match rivals’ market share.
The firm said it had the highest increase in footfall of any supermarket last year.
It appears customers also chose the German discount chain while they were looking to save money on alcoholic drinks, as sales of Champagne rose by a quarter.
Its UK boss Ryan McDonnell said he was “thrilled” by the growing number of buyers.
Despite this, the 7% sales growth rate seen in the key Christmas trading period in 2024 represents a decline from the 12% achieved a year earlier.
Lidl increased its total number of supermarkets in the UK to more than 970 last year – meaning the sales figures are not a “like-for-like” comparison.
However, in December, Kantar’s industry analysts reported that Lidl was the fastest-growing brick-and-mortar grocery store last quarter, as it closes in on Morrisons’ position as the UK’s fifth-largest supermarket group.
Looking ahead, Mr. McDonnell said the company is “excited” to build on this momentum.
he previously told the BBC While tax increases and changes to employment rights will put “a lot of pressure on business at once”, these factors will not deter the retailer from investing in the UK.
A Treasury spokesperson said in response to a November open letter – signed by Lidl, Tesco, Amazon, Greggs, Next and dozens of other chains – that it would have to “make tough choices to fix the country’s foundations”. The GMB union said the retailers were “advocating poverty”.
