The discounter said cash-conscious shoppers have been stocking up for Christmas staples earlier this year, with “two mince pies selling every second since September”, while “gifts and decorations have been flying off the shelf” from Lidl’s middle aisle.

UK chief executive Ryan McDonnell predicted that Lidl’s busiest day over the Christmas shopping period will be Friday, December 22, with more than 2 million shoppers expected to come through the discounter’s doors.