Lidl’s Deluxe range boosts Christmas sales by 8%

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Lidl Christmas
// Christmas sales up 8% with Lidl’s busiest day falling on week before Christmas
// Deluxe range’s 33% growth underpinned total sales

Lidl has revealed that its premium Deluxe range helped woo Christmas shoppers as it delivered strong results for its festive trading period.

The discount retailer experienced a year-on-year sales increase of eight per cent during the Christmas trading period, fuelled by a 33 per cent boost in sales from the Deluxe range.

The German grocer said its busiest day of the six-week period ending December 30 occured on December 22, and that its beers, wines and spirits range was the fastest-growing in the market with an increase of 18 per cent.

Consumers were reportedly wooed from Waitrose, Marks & Spencer and the Big 4 grocers, consequently switching over £58 million to Lidl over the festive period.

The grocer also introduced a Christmas dinner donation scheme to support charities in tackling loneliness by donating 3000 meals.

“We have continued to expand our footprint across the UK over the past year, and it is no surprise that this contributed to more customers than ever before shopping with us in December and over the Christmas period,” Lidl chief executive Christian Hartnagel said.

“In the context of a tough trading environment facing all grocery retailers, we are particularly pleased with the performance of our ‘Deluxe’ premium range of products, which registered strong sales increases and proved a major draw for new and existing customers.”

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