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Lidl is the fastest growing bricks and mortar retailer for a second year running

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Popular supermarket Lidl has claimed to be the fastest growing bricks and mortar retailer for a second consecutive year following a rise in Christmas sales.The budget supermarket reported increased footfalls and a 2.6 per cent increase in sales in the weeks building up to the big day during the festive period.It comes after high-street retailer M&S also reported a strong growth in Christmas sales that was boosted due to their food and clothing departments.Like their rival Aldi, the discounted retailer reported that the increase in sales most likely came from shoppers switching supermarkets as they tightened their budgets during December.The supermarket reported that it seen a £21 million increase from shoppers making the switch with sales up 21% from the previous two years.According to Lidl, their end of year sales were boosted by their bold Christmas jumper which was featured in their futuristic festive advert.With approximately one jumper sold every second on its first day of sale, the festive knit was the best-selling product of Lidl's popular middle aisle during the whole of December.Christmas sales were also boosted by Christmas merchandise and gifts, as the company reports that eight million Christmas cards and a million rolls of wrapping paper were purchased by customers.Lamb was also the Christmas dinner centre-piece of choice this year, as the company reported a 21 per cent increase in sales compared to the traditional turkey.

Christmas pudding sales were also up by 23 per cent and sparkling wine remained the tipple of choice with sales up 24 per cent, the supermarket said.

Following their sales report, Lidl reassures shoppers that it would continue with their promise to be where they can get the "lowest grocery

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