As families wait to find out how the Budget will impact their finances, Aldi boss has pledged to keep Christmas grocery costs as low as possible for its millions of customers.
Giles Hurley, chief executive officer of Aldi UK and Ireland, has committed to offering the UK’s lowest-priced Christmas dinner.
He said: “Shoppers are anxious about how the Budget may affect their finances, and many families have been cautious about spending. We want to take the guess work out of affordability by locking in the lowest prices now – whatever cost pressures come our way – on Christmas dinner veggies, turkey and the trimmings to make Christmas as affordable as possible.
“Being the cheapest for shoppers doesn’t affect the fair prices paid to our suppliers. The discount is our commitment, at our own cost.”
Following another year of financial pressure for many families, new research* shows that shoppers are taking a more considered approach to their Christmas shop. Almost a third (30%) are planning to shop earlier than usual to spread the cost, with one in five (21%) preparing elements of their festive meals ahead of time to make the big day feel less pressured.
Nearly a quarter (23%) are adopting a ‘less is more’ attitude, streamlining the variety of products in their baskets.
However, households are still set on finding ways to enjoy the magic of Christmas while making their budgets work harder. In fact, more than half of Brits (52%) are planning to pick up premium items to fill their baskets.
Hurley continued: “For most people, the only budget that matters is their own – what they can actually afford to spend this Christmas.
“We’re already the UK’s cheapest supermarket – and have been for four years – but this promise gives our customers complete confidence that they’re getting the very best value on everything they need for their festive feast – this Christmas and every Christmas to come.”
Aldi has invested £650 million in its store opening and refurbishment programme this year, opening the doors to 11 stores throughout November and December, bringing its award-winning value and unbeatable prices to even more communities across the UK in the run-up to Christmas.
*Survey of 2,000 people carried out by OnePoll (November 2025).
