Lidl Reports Record Christmas Sales, Remains Cheapest for Essentials

Lidl achieved record-breaking sales during the Christmas season, establishing itself as the most cost-effective option for essential groceries as the new year begins. The supermarket chain reported that nearly 51 million customers shopped at its stores in the lead-up to Christmas, resulting in a 10% increase in sales and over £1.1 billion in revenue for its UK operations during the four weeks leading up to Christmas Eve.

For the 21 weeks of the previous year, Lidl consistently ranked as the cheapest supermarket in price comparisons, tracking the cost of identical items across the six major retailers. As 2026 approaches, Lidl remains the leader, with a shopping basket total of £13.11 that includes essentials such as bread, butter, milk, beans, tea, coffee, chicken, and minced meat.

Competitive Pricing Landscape

Lidl’s closest competitor, Aldi, follows closely behind with a total of £13.13 for the same basket of essentials. Asda comes next at £13.15, while Tesco, Morrisons, and Sainsbury’s register at £13.32, £13.44, and £13.78 respectively.

In a statement, Ryan McDonnell, Chief Executive of Lidl GB, expressed enthusiasm for their successful holiday season. He noted, “2025 was a record-breaking Christmas for Lidl – with more customers choosing to shop with us than ever before.” McDonnell attributed the success to ongoing investments in low prices and a commitment to quality British food, which has fostered increased customer loyalty. He added, “As the fastest-growing bricks-and-mortar supermarket, we’ve expanded to reach more customers nationwide and offer outstanding value this Christmas.”

Lidl’s loyalty program, Lidl Plus, played a significant role in the surge of customers, with a 28% increase in active members noted in November. Interestingly, December 23 emerged as the busiest shopping day, although customers began their Christmas preparations earlier than usual, leading to sales of 30 million mince pies from September onwards.

Industry Reactions and Price Comparisons

Despite Lidl’s claims, not all retailers agree with the price comparison findings. Aldi maintains that the products compared are not equivalent, asserting that its Diplomat Red Label tea bags and coffee are of superior quality. An Aldi spokesperson stated, “Our customers know they can always count on us for great value across the board, without needing to join a club or show a loyalty card.” Aldi has been recognized as the Cheapest Supermarket of the Year by Which? for four consecutive years.

Sainsbury’s also questioned the validity of the comparison, emphasizing that it reflects a limited selection of products. A spokesperson for Sainsbury’s remarked, “This review of a limited number of products does not reflect the fantastic value our customers will find at Sainsbury’s.” They highlighted their commitment to providing value through various ranges, including the Stamford Street range and price match programs.

Asda similarly disputed the findings, arguing that the small sample used does not represent the broader pricing landscape, nor does it account for the value of their promotions. The supermarket pointed to its Just Essentials range as among the largest and most affordable options available.

The price comparison has tracked essential items since March 2022, providing insights into the costs of basic groceries at the major supermarkets. The following outlines the prices for the same basket of essentials at each retailer:

– **Lidl**:
– White bread (800g): 55p
– Milk (2 pints): £1.20
– Coffee (200g): £2.09
– Tea bags (240): £2.75
– Salted butter (250g): £1.99
– Beans (420g): 27p
– Chicken (300g): £2.09
– Mince (500g 25% fat): £3.09
– **Total**: £13.11

– **Aldi**:
– White bread (800g): 55p
– Milk (2 pints): £1.20
– Coffee (200g): £2.09
– Tea bags (160): £1.85
– Salted butter (250g): £1.99
– Beans (420g): 27p
– Chicken (300g): £2.09
– Mince (500g 25% fat): £3.09
– **Total**: £13.13

– **Asda**:
– White bread (800g): 55p
– Milk (2 pints): £1.20
– Coffee (200g): £2.30
– Tea bags (160): £1.60
– Salted butter (250g): £1.99
– Beans (410g): 28p
– Chicken (300g): £2.14
– Mince (500g 20% fat): £3.09
– **Total**: £13.15

– **Tesco**:
– White bread (800g): 55p
– Milk (2 pints): £1.20
– Coffee (200g): £2.30
– Tea bags (160): £1.76
– Salted butter (250g): £1.99
– Beans (420g): 28p
– Chicken (300g): £2.09
– Mince (500g 20% fat): £3.25
– **Total**: £13.42

– **Morrisons**:
– White bread (800g): 55p
– Milk (2 pints): £1.20
– Coffee (200g): £2.30
– Tea bags (160): £1.80
– Salted butter (250g): £1.99
– Beans (410g): 26p
– Chicken (300g): £2.48
– Mince (500g 25% fat): £3.09
– **Total**: £13.44

– **Sainsbury’s**:
– White bread (800g): 55p
– Milk (2 pints): £1.20
– Coffee (200g): £2.30
– Tea bags (160): £1.85
– Salted butter (250g): £1.99
– Beans (400g): 30p
– Chicken (300g): £2.23
– Mince (500g 20% fat): £3.50
– **Total**: £13.78

As the grocery shopping landscape evolves, Lidl’s strategy of maintaining affordability and enhancing customer loyalty through its loyalty program continues to position it as a leader in the competitive market.