Lidl Christmas sales boosted by popularity of premium product range

Lidl UK has seen an 8% year-on-year increase in Christmas sales after trade was boosted by customers buying more items from its Deluxe premium product range.

During the six-week period to 30 December sales in the range climbed by 33%. The Deluxe Large Broadland Free Range Bronze Turkey performed particularly well, with sales rising by more than 100%. Other best-selling products from the range included hand cooked crisps, mince pies and burger buns.

Lidl said it busiest shopping day in the period was Saturday 22 December.

The retailer opened seven new stores throughout the festive season and has committed to investing a further £1.45 billion in the UK in 2019 and 2020. Plans include the opening of a new distribution centre in Doncaster in early 2019.

Christian Härtnagel, Lidl UK chief executive, said: “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. 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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