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Aldi celebrates record Christmas sales and launches new advertising campaign
12 Jan 2017


  • Year-on-year sales rise by more than 15% in December
  • Success driven by premium products, low-priced festive veg and Prosecco
  • New marketing campaign launches for January to reaffirm Aldi’s position as Britain’s lowest priced supermarket 

Aldi, Britain’s fastest-growing[1] supermarket, has reported record sales for December[2] after customers snapped up its luxury products and lowest-priced essentials in the run up to Christmas.
 
The retailer said total UK sales were more than 15% higher during the month of December compared to the same period in 2015.
 
Christmas trading was boosted by strong demand for its Specially Selected range of premium products, which Aldi expanded to compete with high-end retailers such as Fortnum & Mason, Waitrose and Marks & Spencer.
 
Total sales across the range increased 27% year-on-year during December, with its Specially Selected Argentinian Malbec, Specially Selected Mince Pies and Specially Selected 30 Day Aged Roasting Joint among the top-selling products.
 
Aldi also sold over 2 million bottles of Prosecco – equivalent to almost 69,000 per day.  In total it sold over 13.5m bottles of wine, champagne and Prosecco during December.
 
The retailer, which is Britain’s lowest-priced supermarket[3], said demand for Christmas dinner essentials was also strong, crediting its overall price leadership position and Super 6 campaign which reduced the price of six festive fruit and veg lines to just 19p in the two weeks before Christmas. It sold 4.5m packs of carrots, 2m packs of Brussels sprouts and 2m packs of parsnips as part of the promotion during December.
 
Matthew Barnes, Chief Executive Officer of Aldi UK and Ireland, said: “The people of Britain were very clear on what they wanted on their dinner tables this Christmas – unbeatable value premium-quality products and the lowest prices on festive essentials. That’s exactly what our 692 stores and 29,000 employees served up, helping to make this our best ever Christmas.
 
“Sales of our premium Specially Selected range in particular surpassed expectations – a clear sign that more and more people are realising they can treat their families to products of a quality comparable to Waitrose and M&S at a fraction of the price by shopping with Aldi.”
 
Aldi predicts sales of its Specially Selected lines will exceed £750m in 2017, just over a decade after the range was launched.
 
Buoyed by a hugely successful Christmas, the discount supermarket has also just launched a new tongue-in-cheek advertising campaign to promote unbeatable prices to British shoppers. Launched on 2nd January, the fully integrated campaign builds on Aldi’s distinctly quirky humour with ‘Two deer’ and Duncan, the duck with a rather large ‘bill’.
 
Matthew Barnes added: “We start 2017 in confident mood and have just launched a new marketing campaign to communicate our price leadership to our customers. We have 70 new Aldi supermarkets opening across the UK this year and our 700th store is due to open in February. As Britain’s fastest-growing supermarket we remain committed to meeting the strong demand across the country for new Aldi stores.”
 
Last week Aldi announced new market-leading rates of pay, reaffirming its position as the UK’s highest-paying supermarket employer. From 1st February, employees will earn a minimum of £8.53 per hour nationally and £9.75 per hour in London.
 
ENDS
 
[1] Kantar Worldpanel data, 12 weeks to 4th December 2016.
[2] 1st-31st December 2016; stores closed on Christmas Day and Boxing Day.
[3] The Grocer 33. 9th December 2016; Aldi was 10.8% cheaper than Asda (nearest competitor).
 
 
[1] Kantar Worldpanel data, 12 weeks to 4th December 2016.
[2] 1st-31st December 2016; stores closed on Christmas Day and Boxing Day.
[3] The Grocer 33. 9th December 2016; Aldi was 10.8% cheaper than Asda (nearest competitor).

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