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With less than three weeks to go until the big day, Aldi is on course for its biggest and best Christmas yet, it has confirmed today.

More and more consumers are choosing to shop with Aldi this year, with the supermarket estimating that more than half of British households will tuck in to at least one Aldi product this Christmas.

While turkey will remain the centrepiece for most of those households, an increasing number are opting for alternative roasting joints such as gammon and lamb this year.

Julie Ashfield, Managing Director of Buying at Aldi UK, said: “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.

“Whether it’s the indulgence of our Extremely Chocolatey biscuits, the festive taste of Ballycastle Mince Pies or Luxury Crackers with our premium Cheese Truckle Tower, shoppers this year are tucking into some early treats.

“And while many still want the tradition of our Ultimate Free Range Turkey, more and more families are trying something new, and based on current sales trends we expect British beef and gammon joints like our Specially Selected Wagyu Picanha to do particularly well, along with meat alternatives such as our No Gammon Joint and Specially Selected festive wreath.”

The UK’s fourth-largest supermarket, which welcomed back Kevin the Carrot in the standout TV advert of Christmas, said it expects to sell more than five million bottles of sparkling wine, including champagne and prosecco, over 43 million pigs in blankets and more than 1,400 tonnes of sprouts in the weeks leading up to Christmas and New Year, along with more than a million packs of smoked salmon and two million jars of cranberry sauce.

It tops off an amazing year in which Aldi opened its 1,000th UK store and welcomed around 581,000 more customers thanks to its offer of high-quality products at unbeatable low prices.

Aldi was named the Christmas Retailer of the Year at the Quality Food Awards 2023 while consumer champion, Which?, confirmed Aldi was the UK’s lowest-priced supermarket for a typical Christmas shop, with the Big Four supermarkets of Tesco, Sainsbury’s, Morrisons and Asda more than 23% more expensive, on average*.

In November, Aldi announced it had invested a further £12 million in cutting the prices of more than 180 iconic Christmas products, from smoked salmon to frozen party food, while its Christmas Price Lock keeps the prices of a range of key festive essentials the same as they were in 2022.

For shoppers looking for a quieter time to shop, Aldi stores are typically least busy between 8pm and 10pm during December, with between 10am and 3pm being the busiest times in store.

Julie Ashfield added: “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.

“Our unbreakable promise to customers is simple: whether it’s for a weekly shop or for all you need for an amazing Christmas, Aldi will always offer the lowest prices. That’s why we’ve seen people switch and stick to Aldi in their droves this year, being impressed by our prices then amazed by our quality.”


*Which? Christmas supermarket basket comparison, published 2nd December 2023

For more information, please contact the Aldi Press Office on:
T: 0161 235 0300 or