Aldi hails ‘best ever Christmas’ as festive sales inch higher

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LDI managed to beat its lockdown Christmas sales with bumper festive trading in 2021.

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The German discounter trumpeted its “best of Christmas” today as it said December sales rose 0.4% last year. Exact figures were not given. Sales were up 8.1% from 2019 levels, the company said.

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Giles Hurley, CEO of Aldi UK, said: “As the UK’s fastest growing supermarket in 2021, our premium specially selected range recorded its highest ever sales. We saw strong demand for our award-winning beers, wines and spirits. Distinctively popular products include our specially selected exquisite Chesham Bronze Turkish as well as our English sparkling wines.

The supermarket, whose ‘Kevin the Caret’ Christmas advertising campaign was spearheaded by Marcus Rashford, sold 43 million mince pies, 21 million British pigs-in-blankets and 118 million Brussels sprouts by Christmas. Buyers bought more than 5.5 million bottles of champagne, sparkling wine and Prosecco for Christmas and the New Year.

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Aldi is the first UK grocer to report on festival sales and its numbers suggest that the region enjoyed another strong year. Last week market research firm Kantar said Brits spent £11.7 billion in supermarkets in December, slightly below the 2020 bumper total. Spending spiked in 2020 as Brits splurge on food and drink during a lockdown Christmas.

Hurley said: “As we look forward, this year the top priority for most families will be to manage their household budgets in the face of rising costs. As the cheapest supermarket in the UK, Aldi has always been the lowest-end for groceries. Will offer prices no matter what, and will continue to support our British farmers and producers.

Aldi is the fifth largest supermarket in the UK, with over 950 stores and around 38,000 employees. The company plans to create 2,000 jobs this year and 100 new stores and distribution centers over the next two years.

Employees are poised for a pay hike next month as grocers look to attract and retain employees in a tight market. Last week Sainsbury’s became the latest supermarket to raise wages for employees.

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