Aldi rakes in £1bn in record-breaking Christmas sales

Aldi rakes in £1bn in record-breaking Christmas sales
Aldi's Christmas sales reached £1bn for the first time ever.
// UK sales in Aldi’s four weeks to December 24 topped £1 billion for the first time
// This marked a 7.9% rise on the same Christmas period in 2018
// Aldi sold 55m mince pies, 22m pigs in blankets, and more than 2m Christmas puddings

Aldi sold 55 million mince pies over a boozy Christmas which saw British shoppers spend record amounts at the German discount grocery chain.

UK sales in the four weeks to December 24 topped £1 billion for the first time in the retailer’s history, and marked a 7.9 per cent rise on the same period in 2018, Aldi revealed.

As well as mince pies, Brits also bought 22 million pigs in blankets, and more than two million Christmas puddings.


“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,” Aldi UK chief executive Giles Hurley said.

Alcohol sales helped boost the supermarket’s top line.

Shoppers bought 9.2 per cent more beer compared with last Christmas, and sales of Aldi’s champagne and prosecco rose by 14 per cent.

The retailer’s Specially Selected range and British meats showed growth of almost eight per cent each.

Meanwhile, Aldi said turkeys and roasting beef were “particularly popular”.

“Although we saw strong growth across all key categories, sales of our premium Specially Selected range surpassed expectations, as customers snapped up these products for a fraction of the price they would have paid elsewhere,” Hurley said.

The supermarket is in a period of major expansion, planning to add more than 300 new stores to its portfolio of 874 by the middle of the next decade at it captures more of the market.

According to data from Kantar, Aldi’s share of the grocery market has rise by 1.2 percentage points to eight per cent since March 2017, making it the biggest supermarket outside the big four of Tesco, Sainsbury’s, Asda and Morrisons.

The Co-op has 6.3 per cent of the market, while Lidl and Waitrose have captured 6.1 per cent and 4.8 per cent respectively, according to the latest data from early December.

Supermarkets will hope to show they have cashed in from the all-important Christmas season this week, as most of the major players present their festive results.

Morrisons will publish its results on Tuesday, with Sainsbury’s, Tesco and Marks & Spencer following later in the week.

with PA Wires

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