Aldi UK: £1bn Christmas

Date : 06 January 2020

Aldi is first off the starting block with its Christmas reporting. The discounter delivered sales growth of 7.9% in the four weeks to Christmas Eve, hailing 2019 as its "best-ever Christmas".

Growth supported by new store openings

The addition of 47 stores to its estate compared to last year supported Aldi's strong Christmas performance. The impact is difficult to quantify as the retailer doesn't publically report like-for-like sales.

Aldi was also up against tough comparatives. While the reporting periods are different, the discounter highlighted a 10% increase in sales for the week commencing 17th December in its Christmas reporting last year.

Excelling in alcohol and meat

Beer, wine and spirits sales grew 9.2% compared to the same period last year, with sparkling wines up an impressive 14%. 

Premium Specially Selected and fresh British meat were other stand-out areas of performance, growing almost 8% year-on-year.

Affordable luxury

Giles Hurley, CEO of Aldi UK, said: “More customers than ever before shopped with us this Christmas because they knew Aldi offered unbeatable value on premium products and the lowest prices on festive essentials."

As in previous years, competitive prices on seasonal produce were a key point of comparison between retailers at Christmas. Aldi's Super Six deal included packs of sprouts and parsnips from just 15p. In poultry, Aldi also offered its cheapest ever Christmas turkey, priced at £2.89 per kilo.

New additions to the Specially Selected range added a touch of seasonal excitement for shoppers, including vegan centre pieces and chorizo pigs in blankets.

Surplus food donations

This was the third year Aldi donated unsold food to local charities on Christmas Eve. More than 500 local charities collected a volume equivalent to 440,000 meals as part of the initiative.

Want to know more?

Compare Aldi's performance to its competitors with our Christmas Results Tracker. Retail Analysis subscribers click here