Lidl shoppers took advantage of the retailer’s Pick of the Week vegetables during the pivotal Dec. 19-24 week, purchasing some 6,500 tonnes of carrots, parsnips, Brussels sprouts, potatoes and swedes for meals during the Christmas period.
At 8p apiece, veg proved to be one of the key drivers of sales in the final weeks of 2024, as Lidl reported a 7% year-over-year increase in what it called “its most successful Christmas yet.”
They were not alone. Deep discounter Aldi also had a “record-breaking” festive period, noting that their sales surpassed £1.6 billion in the one-month run-up to Christmas.
Like Lidi, Aldi saw success in value promotions, as well as in embracing consumer demand for local.
“We dropped hundreds of prices last year as part of our ongoing mission to make affordable food accessible to everyone,” Aldi CEO Giles Hurley said. “Our offering of outstanding quality British products at unbeatable prices was a winning combination yet again this Christmas as customers wanted to celebrate in style after an uncertain year.”
Added Ryan McConnell, CEO at Lidl GB, “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.”
Aldi saw more than 3 million shoppers walk through its doors, while Lidl welcomed more than 2 million customers to its supermarkets during the period. Like Aldi, Lidl achieved more than £1 billion in turnover in that run-up to Christmas. The retailer said Dec. 23 was its busiest day.
Along with Neighbourly, Lidl also donated 1.25 million meals during December, and the retailer provided £125,000 in festive grants to charitable organisations.
Both discounters said they plan to keep the momentum going in 2025.
“As we look ahead to the new year, which for many will mean the prospect of living costs rising again, many families will be nervous about what 2025 holds,” Hurley said. “Against this background, our mission remains clear: we will not only remain the UK’s lowest-priced supermarket, but we will ensure the price gap between ourselves and the traditional full-price supermarkets is as big as ever. Because with so much uncertainty, what our customers want to know is that whatever they need, they will make significant savings, week in, week out, by shopping at Aldi.”
