Aldi Records Best-Ever Christmas Performance

• Shoppers trade up with Christmas boom in premium own-label, says Aldi

Aldi recorded its best Christmas ever in 2024 with sales topping £1.6 billion in the four weeks to Christmas Eve.

British supermarket shoppers traded up over Christmas, using premium own-label products to treat themselves following a difficult financial year for many.

The UK’s fourth biggest supermarket saw total sales increase 3.4%, while its seasonal Christmas products rose by 10% year-on-year and its premium Specially Selected range jumped by 12% compared with the same period in 2023. 

Aldi also saw strong sales of fresh British products over the festive season, with a record 350,000 fresh British turkeys sold, more than 400 tonnes of British beef, and almost 3 million British Brussels sprouts.

Shoppers also started their festivities earlier than ever, with some spreading the cost by buying traditional favourites like Christmas cakes and puddings as early as September, while others treated themselves for almost three months.

As a result, shoppers bought around 50 million mince pies and around 25 million British pigs in blankets over the festive period.

As shoppers look ahead to another uncertain year, Aldi has also been today confirmed as the UK’s cheapest supermarket for 2024 by consumer champion, Which?, the fourth year running it has received that accolade.

Aldi UK’s Chief Executive Officer, Giles Hurley, promised to maintain the price gap between Aldi and other supermarkets to help customers contend with whatever the new year has in store.

He said: “We dropped hundreds of prices last year as part of our ongoing mission to make outstanding quality, affordable food accessible to everyone.

“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.”

And it wasn’t just Aldi’s customers who fell in love with Aldi’s quality this Christmas. Consumer champion Which? chose Aldi as the best supermarket to buy pigs in blankets, stuffing and fresh vegetables, and also named it the overall best place to do your Christmas food shop for the second year running.

The Good Housekeeping Institute declared Aldi as the Best Overall Grocer in its annual Christmas Taste Test, highlighting the quality of its mince pies, turkey and champagne, while it was named the Christmas Retailer of the Year at the Quality Food Awards.

Monday 23rd December was Aldi’s busiest ever trading day as it served nearly 3 million customers.

It capped another astonishing year for Aldi as it overtook Asda to become the country’s second-largest supermarket by shopper numbers.

Its Christmas ad, which saw festive hero Kevin the Carrot return in a mission to save the Christmas Spirit, was named the most effective Christmas ad of the year by marketing experts, System1.

Giles Hurley added: “We couldn’t have done any of this without the unwavering dedication of all our amazing colleagues and I want to thank each and every member of Team Aldi for serving our customers so well this Christmas.

“As we look ahead to the new year, which for many will mean the prospect of living costs rising again, many families will be nervous about what 2025 holds.

“Against this background, our mission remains clear: we will not only remain the UK’s lowest-priced supermarket, but we will ensure the price gap between ourselves and the traditional full-price supermarkets is as big as ever.

“Because with so much uncertainty, what our customers want to know is that whatever they need, they will make significant savings, week in, week out, by shopping at Aldi.”

Source : Aldi

Image : jax10289 / shutterstock / 1078546358 

For all the very latest news and intelligence on the UK's largest home improvement and garden retailers, sign up for the Insight DIY weekly newsletter.