Aldi rings up over £1.6bn in festive sales as shoppers switch to premium ranges
Britain’s fourth biggest supermarket said total sales rose 3.4% in the four weeks to Christmas Eve.
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Discount supermarket Aldi has said it notched up more than £1.6 billion in sales over the key festive month, as shoppers traded up to its premium ranges.
The German-owned group, Britain’s fourth biggest supermarket, said total sales rose 3.4% in the four weeks to Christmas Eve.
Customers switched to premium own-label ranges for their Christmas food, with sales of its Specially Selected products jumping 12% year on year, according to the firm.
Customers wanted to celebrate in style after an uncertain year but, with more challenges ahead, they wanted to do it without breaking the bank
Chief executive Giles Hurley said: “Customers wanted to celebrate in style after an uncertain year but, with more challenges ahead, they wanted to do it without breaking the bank.”
Last week, close rival Lidl reported a 7% rise in Christmas sales as turnover surpassed £1 billion over the four weeks to December 24.
Aldi’s Christmas sales performance also failed to match last year’s 8% growth, but the group said it was still its “best Christmas ever” with the total sales haul marking a new record.
The German discounters have kicked off the festive reporting season from the supermarket sector, with Tesco, Sainsbury’s and Marks & Spencer also following with their figures later this week.
Shares in some listed rivals sank in Monday morning trading, with M&S as much as 5% lower and Tesco also in the red, down 1%.
Sainsbury’s and Tesco have enjoyed strong growth in recent years for their own premium ranges, helping to differentiate their offerings from discounters Aldi and Lidl. To see Aldi start to eat their premium lunch is a concern
AJ Bell said the Aldi figures signal that the chain is muscling in on the lucrative premium trade enjoyed by Tesco and Sainsbury’s.
Investment director Russ Mould said: “Sainsbury’s and Tesco have enjoyed strong growth in recent years for their own premium ranges, helping to differentiate their offerings from discounters Aldi and Lidl.
“To see Aldi start to eat their premium lunch is a concern.”
Aldi said Monday December 23 marked its busiest trading day, with nearly three million customers passing through its tills.
It said sales of seasonal Christmas products rose by 10% year on year, but added that customers had started shopping for food earlier to spread the cost, with some buying their Christmas cakes and puddings as early as September.
Overall, about 50 million mince pies and 25 million pigs in blankets were sold over the festive period, Aldi said.
Despite the trend to trade up over Christmas, Mr Hurley said there is mounting “uncertainty” for households and their finances in 2025.
“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,” he said.