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Aldi and Lidl report record Christmas sales despite cost of living crisis
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By Nithya Bose in Business News, posted January 3, 2024
Discount retailers Aldi and Lidl have reported record Christmas sales as customers sought budget-friendly options.
Lidl experienced an impressive 12 percent sales surge in the four weeks leading up to Christmas.
It is driven by an 11 percent increase in sales of their premium Deluxe own-label foods and a notable doubling of Montaudon brut champagne sales.
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The German-owned chain welcomed 4.5 million shoppers during the festive period, with its own-brand Christmas jumper witnessing a remarkable 40 percent uptick in sales.
Aldi, too, celebrated a milestone, surpassing £1.5 billion in sales for the first time.
It reflects an eight percent increase in the four weeks preceding Christmas.
The grocery giant's robust figures are symbolic of its ability to attract an additional half a million shoppers throughout the year.
The chain lured customers away from mainstream competitors such as Tesco and Sainsbury’s.
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Aldi reported the sale of 42 million pigs in blankets, indicating a preference for alternatives to the traditional turkey, with a 25 percent increase in Specially Selected gammon joints.
Aldi and Lidl witnessed their busiest trading day on December 22, outperforming stock market-listed rivals Tesco and Sainsbury’s.
The latter are set to disclose their Christmas performance figures next week, joining the annual flood of festive retail data.
The success of Aldi and Lidl comes amid a broader shift in consumer behavior.
Shoppers have turned to discounters and opted for own-label goods to counter the impact of food price inflation.
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According to the British Retail Consortium, the food price inflation reached 6.7 percent in December.
Discount retailers have faced a bounce-back after the pandemic challenges, during which online grocery shopping gained traction.
Despite their previous absence from the online market, Aldi and Lidl have secured a larger share of grocery sales by consistently opening new stores.
Currently, Lidl operates 960 stores, while Aldi has 1,010, signaling their strategic expansion plans in the grocery retail sector.
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