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Aldi tops Christmas sales record as customers treat themselves with premium products

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Aldi said it recorded its best-ever Christmas sales in 2020, with sales jumping 10.6% in the four weeks to December 24.


The budget grocery store chain said the spike in demand was driven by premium products, as well as its wine and ‘Specialbuy’ offering, where sales rocketed 75% on the previous year.


Christmas trading was boosted by strong demand for Aldi’s beers, wine and spirits with the supermarket selling 4.5mln bottles of champagne, sparkling wine and prosecco.


Aldi’s premium ‘Specially Selected’ range also performed well with customer favourites including the British Chesham bronze turkey, Damson plum and pink gin pudding and the mini mince pies.


Thousands of customers also ordered their groceries online through its click-and-collect service and on-demand delivery partnership with Deliveroo.


The retailer recently announced it would spend an additional GBP3.5bn a year with British suppliers by 2025 as part of its expansion plans, while it also targets 1,200 stores over the next four years from the 900 it currently operates.


“We are expecting significant sales growth this year as we open new stores and bring Aldi to more locations across the UK,” said chief executive Giles Hurley.


“With the vast majority of our grocery products now coming from British suppliers, our growth will lead to additional jobs and investment in our UK supply chain.”

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