Discounter pledges to continue to take the lead in offering low prices in 2025
Aldi has reported its best-ever Christmas for sales, with over £1.6 billion going through the tills in the four weeks to Christmas Eve.
The UK’s fourth-biggest supermarket saw total sales increase 3.4 per cent, while its seasonal Christmas products rose by 10 per cent year on year and its premium Specially Selected range jumped by 12 per cent compared with the same period in 2023.
Shoppers traded up over Christmas, using premium own-label products to treat themselves following a difficult financial year for many, the discounter observed.
It added that it saw strong sales of fresh British products over the festive season, including almost three million British Brussels sprouts.
Monday 23 December was also Aldi’s busiest-ever trading day as it served nearly three million customers.
It was a festive period of intense price warring among the supermarkets, with stores dropping the prices of festive veg to 8-15p in many cases. And Aldi UK’s chief executive Giles Hurley promised to take the lead on price in 2025 to help customers contend with whatever the new year has in store.
“We dropped hundreds of prices last year as part of our ongoing mission to make outstanding-quality, affordable food accessible to everyone,” he said. “Our offering of outstanding-quality British products at unbeatable prices was a winning combination yet again this Christmas as customers wanted to celebrate in style after an uncertain year, but with more challenges ahead, they wanted to do it without breaking the bank.”
