Lidl GB Passes £13bn in Sales After Price Cuts and a Busy Christmas
Lidl Great Britain reported sales of more than £13bn for the year ending in February, up 10% on the year before. Pre-tax profit, profit measured before tax is paid, rose 30% to £245.5m from £156.8m. The Guardian
The company said it put £315m into price cuts and promotions during the year, including its 'pick of the week' product. Sales in its Deluxe range of higher-priced foods rose 12%. Ryan McDonnell is chief executive of Lidl GB.
Use of the Lidl Plus loyalty programme, the app that gives members discounts and rewards, rose 23% this year. In November 2025, active users were up 28% on a year earlier and redemptions were up 43%, according to company figures. Lidl
On market share, each grocer's slice of total grocery spending, Lidl passed Morrisons to become the fifth-largest grocer in Great Britain. Its share was 8.6% in the 12 weeks to 17 May, a record high for the retailer, according to Worldpanel by Numerator. Morrisons had 8.3% in the same period. Yahoo Finance
Lidl GB runs more than 1,000 stores and 14 regional distribution centres, the large warehouses that supply stores, across Britain. It employs over 35,000 people. The first Lidl GB store opened in 1994. More than two-thirds of its products come from British suppliers. The Lidl brand was founded in Germany.
For Christmas 2025, Lidl GB said sales rose 10% on the year before, passing £1.1bn in the four weeks to 24 December 2025. It served nearly 51 million customers over the festive period, almost 4 million more than the year before. Shopper numbers were up 8% year on year.
Monday 22 December was the busiest day of the season. Tuesday 23 December had the highest customer footfall, the count of shoppers entering stores. In the week before Christmas Eve, shoppers bought over 11,000 tonnes of seasonal produce, up 70% year on year. Sales of easy-peeler clementines rose by almost 40%. From September onwards, the retailer sold over 30 million mince pies, over 9 million Christmas cards and over 1 million candles.
Non-food and premium lines also recorded higher sales. Sales of wooden toys rose by almost a quarter year on year, with over half a million units sold in the first few days on sale. The updated Deluxe party food range had triple-digit sales growth, meaning sales more than doubled. Sales of Comte de Senneval Champagne rose 260% in its busiest week, helped by a Lidl Plus offer that cut the price to £9.99. Redemptions in the Advent Calendar campaign in December rose by over 400% on the year before. The company said it invested £300 million across 2025 in keeping prices low and offered a Christmas feast for eight for £1.24 per person.
The broader context here is a system that links low prices, premium ranges and loyalty. Like a three-part engine, price cuts bring in shoppers, the Deluxe range lifts the value of each basket, and Lidl Plus offers bring seasonal shoppers back. At Christmas, volume, product mix and redemptions rose together.
Looking at what this means for suppliers and competitors, the test is whether this pace can continue. A £315m yearly spend on price and promotion leaves little room for error. It rests on high sales through stores and distribution centres, further growth in loyalty use, and buying terms that allow British sourcing at discount prices. Rivals face pressure at both ends, on entry-level prices and on lower-priced premium ranges. Holding fifth place will depend less on one strong year than on repeating the same result when seasonal demand returns to normal.
