The British arm of German discount supermarket Lidl said sales had increased by 17.9% in the four weeks to Dec. 27th, driven by customers buying more goods in store and switching away from rivals.

Lidl said its performance meant it was the fastest growing retailer versus the big 4 supermarket chains Tesco, Sainsbury’s, Asda and Morrisons, and other competitors.

Lidl said its average basket size increased by 24.8% year-on-year, boosted by demand for festive products such as mince pies.

The retailer said it was investing £1.3 billion pounds to increase stores numbers across the UK to 1,000 by 2023.

Lidl said sales of its upmarket “Deluxe” ranges grew quickly over Christmas, signalling its encroachment on the established players and a diversification away from just being the bargain basement food retailer.

Christian Härtnagel, Lidl GB CEO said: “Despite this Christmas being a difficult time for many across the country, we are pleased to have been able to help our customers enjoy themselves by offering high quality food at the lowest prices on the market. Our record sales and significant basket size growth just demonstrates the strength of the Lidl appeal.”


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