Aldi reports record Xmas sales driven by premium products

A spike in demand for premium products helped drive Aldi’s best ever Christmas sales, the supermarket has revealed.

In the four weeks to 24 December, sales rose by 10.6% compared with the same trading period a year ago.

The supermarket also saw strong growth in its online Wine and Specialbuy offering, with sales in December up 75% on the previous year. Thousands of customers also ordered their groceries online through its click-and-collect service and on-demand delivery partnership with Deliveroo.

Christmas trading was boosted by strong demand for Aldi’s beers, wine and spirits with the supermarket selling 4.5m bottles of champagne, sparkling wine and prosecco. Aldi’s premium Specially Selected range also performed well with customer favourites including Aldi’s Specially Selected Exquisite British Hand-Finished Chesham Bronze Turkey, Specially Selected Damson Plum and Pink Gin Pudding and its Specially Selected Mini Mince Pies.

Meanwhile, Aldi recently announced it would spend an additional £3.5bn a year with British suppliers by 2025 as part of its expansion plans. The supermarket, which currently has over 900 stores, plans to open on average a new store every week over the coming years as it targets 1,200 stores by 2025.

Giles Hurley, Chief Executive Officer at Aldi UK, (pictured) said, “We had a record Christmas with unprecedented demand for our award-winning products as customers pushed the boat out more than ever before.

“We are expecting significant sales growth this year as we open new stores and bring Aldi to more locations across the UK. With the vast majority of our grocery products now coming from British suppliers, our growth will lead to additional jobs and investment in our UK supply chain.”

This Christmas Aldi also supported charities throughout the UK by donating over 500,000 meals to people in need on both Christmas and New Year’s Eve.