Aldi has announced that it is gearing up for its most significant and impressive holiday season yet.

The supermarket chain reported a growing number of consumers choosing Aldi as their preferred shopping destination and estimated that more than half of British households will include at least one Aldi product in their festive celebrations.

Embracing new flavours

Aldi has predicted a surge in popularity for British beef and gammon joints such as the Specially Selected Wagyu Picanha, and meat alternatives, including the No Gammon Joint and Specially Selected festive wreath.

The supermarket emphasised its commitment to providing a wide range of choices to meet evolving consumer preferences.

Sales projections and recognition

Aldi has anticipated selling more than five million bottles of sparkling wine, over 43 million pigs in blankets, and more than 1,400 tonnes of sprouts leading up to Christmas and New Year. Additionally, Aldi plans to sell more than a million packs of smoked salmon and two million jars of cranberry sauce.

This year for Aldi included the opening of its 1,000th UK store and, the supermarket chain claims, the addition of approximately 581,000 new customers.

The supermarket also received the Christmas Retailer of the Year award at the Quality Food Awards 2023 and its commitment to providing products at low prices was further validated by Which?, which confirmed Aldi as the UK's lowest-priced supermarket for a typical Christmas shop.

Keeping prices low

In November 2023, Aldi invested an additional £12m to reduce prices on more than 180 Christmas products.

The budget supermarket chain said the Christmas Price Lock initiative ensures that the prices of key festive essentials remain consistent with 2022, offering customers cost savings during the holiday season.

Julie Ashfield, managing director of Buying at Aldi UK, said in a statement: “Although we’re all feeling the pinch a little more this year, that doesn’t appear to be dampening the appetites of our customers, who are shopping earlier and treating themselves a little more in the run-up to the big day.”

“As many of us try to celebrate on a little less this year, the price gap between Aldi and the traditional, full-price supermarkets is as big as ever,” Ashfield added.