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Fred Searle

BY FRED SEARLE

Aldi enjoys record Christmas sales

Sales up 10.6 per cent in four weeks before Christmas, with strong premium range and alcohol sales driving growth

Aldi enjoys record Christmas sales

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A spike in demand for premium products helped drive Aldi’s best-ever Christmas sales, the supermarket has reported.

In the four weeks to 24 December 2020, sales rose by 10.6 per cent compared with the same trading period a year before.

Aldi’s premium Specially Selected range performed well, with customer favourites including Aldi’s Specially Selected Exquisite British Hand-Finished Chesham Bronze Turkey, Specially Selected Damson Plum and Pink Gin Pudding and its Specially Selected Mini Mince Pies. 

The supermarket saw strong growth in its online Wine and Specialbuy offering, with sales in December up 75 per cent on the previous year. 

Christmas trading was boosted by strong demand for Aldi’s beers, wine and spirits with the supermarket selling 4.5 million bottles of champagne, sparkling wine and Prosecco. 

Thousands of customers also ordered their groceries online through its click-and-collect service and on-demand delivery partnership with Deliveroo.

Giles Hurley, Chief Executive Officer at Aldi UK, said: “We had a record Christmas with unprecedented demand for our award-winning products as customers pushed the boat out more than ever before.

“We are expecting significant sales growth this year as we open new stores and bring Aldi to more locations across the UK. With the vast majority of our grocery products now coming from British suppliers, our growth will lead to additional jobs and investment in our UK supply chain.”

This Christmas Aldi also supported charities throughout the UK by donating over 500,000 meals to people in need on both Christmas and New Year’s Eve.

The supermarket paired up its stores with local charities, community groups and food banks to make the most of unsold fresh and chilled food after stores closed for the festive period.

Aldi also donated £1 to the Neighbourly Foundation for every one of its fresh whole turkeys and fresh turkey crowns purchased in the run-up to the big day.

 

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