Aldi Experiences Record-Breaking Christmas Sales with Premium Own-Label Surge

• Aldi saw Christmas sales exceed £1.6 billion in 2024
• Premium own-label products gained popularity as shoppers treated themselves
• Sales of Christmas products increased by 10% and premium ranges by 12%
• Aldi confirmed as UK's cheapest supermarket by Which? for fourth year

Aldi celebrated its most successful Christmas period to date in 2024, achieving sales of over £1.6 billion in the four weeks leading up to Christmas Eve. Challenging financial conditions saw UK shoppers choose premium own-label items to enhance their festive celebrations.

Sales at the nation's fourth-largest supermarket grew by 3.4%, with seasonal Christmas product sales climbing 10% compared to the previous year and its premium Specially Selected line up by 12% over 2023. Aldi also noted a substantial increase in fresh British product purchases, including 350,000 turkeys, 400 tonnes of beef, and nearly 3 million Brussels sprouts.

Consumers began their holiday shopping sooner than usual, spreading costs by purchasing staples such as Christmas cakes and puddings as early as September, while others opted for indulgence over an extended period. During the festive season, approximately 50 million mince pies and 25 million pigs in blankets were sold.

As families brace for another uncertain year, Aldi was recognized as the UK's cheapest supermarket in 2024 by Which? for the fourth consecutive year. Aldi UK's CEO, Giles Hurley, emphasized the brand's commitment to maintaining its affordability.

Hurley remarked: “We dropped hundreds of prices last year as part of our ongoing mission to make outstanding quality, affordable food accessible to everyone."

Consumer favorite, Which?, awarded Aldi best supermarket for festive staples, while the Good Housekeeping Institute praised its offerings in their annual Christmas Taste Test. On 23rd December, Aldi had its busiest trading day, serving nearly 3 million customers.

Reflecting on the year, Hurley added: “We couldn’t have done any of this without the unwavering dedication of all our amazing colleagues and I want to thank each and every member of Team Aldi for serving our customers so well this Christmas."

Tom Church, Co-Founder of LatestDeals.co.uk, shared, "Aldi’s success showcases the continued demand for quality at affordable prices, especially during challenging times."