Lidl’s UK sales soar 7% in the lead-up to Christmas

The results: Lidl’s sales soared 7% in the four weeks leading up to Christmas, surpassing £1 billion ($1.24 billion) and marking its most successful holiday season in over 30 years of operating in the UK, the company reported.

• The discount grocer served nearly 2 million more customers than in any previous holiday season.
• Lidl’s sharp focus on value paid off, with its Lidl Plus user base growing over 25% YoY. The program offers access to deals, coupons, and rewards, driving customer engagement.
• It also saw 75% more customers take advantage of its weekly discounts and more than 1 million customers engage with an Advent Calendar campaign that offered daily surprises and promotions.

Why it matters: Rising grocery prices over the past few years helped Lidl grow its UK market share from 5.4% in early 2020 to 7.7% in the 12 weeks leading up to December 1, 2024, per Kantar.

• Even as inflation eases from its 2022 peak, consumers remain highly price-conscious—a trend that continues to benefit Lidl, which was the fastest-growing brick-and-mortar grocer over the past quarter.
• The retailer continues to expand its physical footprint, making it a convenient option for more shoppers.

Our take: Lidl faces no shortage of competition from rivals such as Asda and Morrisons, which are using price cuts and price matches to try to grab share. However, grocery habits are tough to break, and Lidl’s strategic efforts in recent years have positioned it well to sustain its momentum.

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