Aldi on course for Christmas sales bonanza

Aldi is on course for its biggest and best Christmas yet, it has confirmed today (11 December).

More consumers are choosing to shop with Aldi this year, with the supermarket estimating that more than half of British households will tuck in to at least one Aldi product this Christmas.

Julie Ashfield, managing director of buying at Aldi UK, said: “Although we’re all feeling the pinch a little more this year, that doesn’t appear to be dampening the appetites of our customers, who are shopping earlier and treating themselves a little more in the run up to the big day.”

The UK’s fourth-largest supermarket, which brought back Kevin the Carrot in its Christmas TV advert, said it expects to sell more than 1,400 tonnes of sprouts in the weeks leading up to Christmas and New Year.

In November, Aldi announced it had invested a further £12 million in cutting the prices of more than 180 iconic Christmas products, from smoked salmon to frozen party food, while its Christmas Price Lock keeps the prices of a range of key festive essentials the same as they were in 2022.

Aldi was named the Christmas Retailer of the Year at the Quality Food Awards 2023, and consumer champion Which? confirmed Aldi was the UK’s lowest-priced supermarket for a typical Christmas shop, with the Big Four supermarkets of Tesco, Sainsbury’s, Morrisons and Asda more than 23 per cent more expensive, on average.

This topped off a year in which Aldi opened its 1,000^th UK store and welcomed around 581,000 more customers.

Ashfield said: “As many of us try to celebrate on a little less this year, the price gap between Aldi and the traditional, full-price supermarkets is as big as ever.

“Our unbreakable promise to customers is simple: whether it’s for a weekly shop or for all you need for an amazing Christmas, Aldi will always offer the lowest prices. That’s why we’ve seen people switch and stick to Aldi in their droves this year, being impressed by our prices then amazed by our quality.”