Discount supermarket chain Lidl saw 1 million customers engage daily with its Advent Calendar campaign over Christmas.
The campaign encouraged participants to tune in daily to win prizes and discounts.
According to Lidl, 1.25 million meals were donated in December through its partnership with charity Neighbourly. The supermarket also provided £125,000 in festive grants to local charities. Additionally, the company encouraged its customer base to donate to its Toy Bank Scheme and distributed over 100,000 toys across the country.
The user base for the Lidl Plus app has grown by over a quarter year-on-year as it sought to establish a deeper relationship with its customers.
Lidl GB CEO Ryan McDonnell said: “For three decades, Lidl has been providing households with access to unbeatable quality and value at Christmas. 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.”
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Lidl reported sales have increased 7% year-on-year as the retailer welcomed more than 2 million customers over the festive period.
According to the supermarket, it exceeded £1 billion in turnover for the first time in the four weeks leading up to Christmas Eve.
The discount retailer noted that 23 December was the busiest day in the lead-up to Christmas.
Lidl’s British supply base increased by 20% over the festive period, with 16 million British pigs in blankets sold.
The retailer also said it has sold one British turkey joint every second in the lead up to Christmas.
Shoppers also consumed almost 8 million stuffing balls and 2 million litres of gravy.
The retailer also reported consumers purchased 6500 tonnes of Lidl’s Pick of the Week Vegetables which included carrots, parsnips, Brussels sprouts, and swede.
