Aldi reported sales of more than £1.5 billion for the first time in the run up to Christmas as it helped millions of customers to celebrate the festive season with the lowest grocery prices in Britain.
Sales increased 8% in the four weeks to 24th December, compared with the same period in 2022, as demand for its award-winning products saw shoppers switching from the traditional full-price supermarkets in search of simple low prices.
Friday 22nd December was its busiest trading day ever as 2.5 million customers flocked to the UK’s fourth biggest supermarket for their full Christmas shop.
Aldi’s largest ever range of Christmas products saw alternative roasting joints proving particularly popular this year. Its Specially Selected Wagyu Rib Joint featured as a centrepiece on more tables than ever this Christmas and sales of its Specially Selected Crackling Gammon Joint were up by 25%. Customers bought 42 million pigs-in-blankets, which flew off the shelves in the weeks leading up to Christmas.
It capped a remarkable year for Aldi, in which it attracted more than half a million additional customers and saw customers switch spending to Aldi from every major UK supermarket, including Tesco, Sainsbury’s, M&S and Lidl.
Looking ahead to 2024, CEO of Aldi UK and Ireland, Giles Hurley, pledged to continue lowering the cost of groceries for families and offering simple, clear prices on every product.
He said: “We’re really grateful that so many customers chose Aldi for their main Christmas shop this year.
“As the UK’s cheapest supermarket, we were able to help customers enjoy the Christmas they deserve and provide them with high quality products at the most affordable prices. I’m immensely proud of our amazing colleagues who, once again, went above and beyond to deliver a wonderful Christmas for our customers.
“As we look ahead to 2024, our promise to customers is that they will always make significant savings on every shop with Aldi because we have the lowest grocery prices in Britain.”
Aldi’s hugely popular Christmas TV ad, featuring Kevin the Carrot and friends visiting the Christmas Factory, was loved by consumers and named the most effective advert of the season by marketing experts, System1.
The supermarket was named the Christmas Retailer of the Year at the Quality Food Awards 2023 while consumer champion Which? confirmed Aldi was the UK’s lowest-priced supermarket for a typical Christmas shop in 2023, with the Big Four supermarkets of Tesco, Sainsbury’s, Morrisons and Asda more than 23% more expensive, on average.
Aldi also continued its year-round partnership with Neighbourly by donating thousands of meals on Christmas and New Year’s Eve to local charities, food banks and community groups across the country.
