Lidl GB has topped a strong year by delivering record festive results, with turnover during the four weeks leading up to Christmas Eve exceeding £1bn for the first time.
The discounter’s sales increased by almost 7% year-on-year after attracting more than two million customers during the period, with 23rd December marking its busiest day. However, the growth rate marked a fall from the 12% achieved the year before, and the figure would have been boosted by new store openings.
Lidl noted that investment in its premium Deluxe range and focus on British produce were key drivers of this year’s performance. Meanwhile, the discounter’s dedication to value was reflected in its decision to cut the price of festive vegetables to just 8p. It claimed the discount had no impact on payments to British farmers as it had invested “directly” into the price cut.
The retailer closed 2024 on a run of 15 consecutive months as the fastest-growing bricks & mortar retailer in the UK, based on Kantar’s monthly market share tracker. This has partly been driven by the success of the Lidl Plus loyalty scheme, which has grown its user base by over a quarter year-on-year, with 75% more customers benefitting from its weekly deals. In December, an Advent Calendar campaign on the app saw more than one million of its customers engage daily for promotions, helping drive loyalty throughout the season.
“For three decades, Lidl has been providing households with access to unbeatable quality and value at Christmas,” said Ryan McDonnell, Lidl GB CEO.
“This year, we were thrilled to welcome more customers than ever before. That’s a strong reflection of the trust our customers place in us and the dedication of our colleagues and suppliers, who work so hard to deliver an outstanding Christmas for the communities we serve.
“In 2024, we continued to raise the bar with product innovation, especially within our Deluxe range, as well as supporting all the community initiatives that are deeply important to us. It’s all been about bringing people together and sharing the joy of Christmas.
“Looking ahead, we’re excited to build on our momentum, growing our presence across the country and continuing to deliver the highest quality at the best prices on the market.”
In 2024, Lidl celebrated 30 years since opening its first stores in Britain. It also posted strong annual results and outlined its plans to accelerate its expansion in the UK.
NAM Implications:
- Stand-out: …its premium Deluxe range and focus on British produce were key drivers of this year’s performance.
- NB. A foreign discounter, continuing to build a franchise with UK consumers (see Christmas price cuts).
- Add their sales momentum, geo-coverage, ‘highest quality/best price’ combo…
- …making a case for being on their shelves.
