Lidl has reported its biggest-ever day of trading in the UK over an impressive Christmas sales period.

The discounter announced overall sales up 11 per cent in the four weeks to 29 December 2019, compared to the same period a year earlier. 23 December saw its busiest ever trading day in this country.

Christmas favourites such as alcohol and cheese were predictably star performers, while it also recorded a nine per cent increase in 'Middle of Lidl' general merchandise sales.

Lidl said its commitment to value was particularly evident in the fresh prdoduce aisle, where shoppers were able to get Christmas dinner veg from just 15p. That helped sales of its Pick of the Week offers to increase 44 per cent against the previous year.

Christian Härtnagel, chief executive of Lidl GB, said: “This was our 25th Christmas since first opening our doors in Britain, and what a Christmas it’s been, with more customers shopping at Lidl than ever before. We continued to open our doors to more communities across the country, which has no doubt contributed to our success. However, the number of customers switching to us in the lead up to Christmas shows the continued appeal of the Lidl offer.”

For the second year in a row, the discounter also ran its Christmas food donation scheme, working with Neighbourly to link its stores to local communities and donated 250,000 meals to 1,500 local charities, food banks and community groups across the country so they could host a Christmas meal.