Aldi promises the UK’s lowest priced Christmas dinner this year
Aldi has pledged to beat rival supermarkets on the price of elements of a traditional Christmas dinner this year.
Citing findings from a recent OnePoll survey of 2,000 people, Aldi said shoppers are taking a more deliberate approach to their Christmas spending this year, with nearly a third planning to start shopping earlier than usual to help spread the cost
Giles Hurley (pictured), chief executive of Aldi UK and Ireland, said: “Shoppers are anxious about how the Budget may affect their finances, and many families have been cautious about spending.
“We want to take the guess work out of affordability by locking in the lowest prices now – whatever cost pressures come our way – on Christmas dinner veggies, turkey and the trimmings to make Christmas as affordable as possible.
Subscribe to TRB“Being the cheapest for shoppers doesn’t affect the fair prices paid to our suppliers. The discount is our commitment, at our own cost.”
The survey also found that nearly a quarter of those questioned will be are adopting a ‘less is more’ attitude, streamlining the variety of products in their baskets.
However, 52% said they are still planning to pick up premium items to fill their baskets.
Hurley said: “For most people, the only budget that matters is their own – what they can actually afford to spend this Christmas.
“We’re already the UK’s cheapest supermarket – and have been for four years – but this promise gives our customers complete confidence that they’re getting the very best value on everything they need for their festive feast – this Christmas and every Christmas to come.”
Aldi has invested £650 million in its store opening and refurbishment programme this year, including launching 11 stores throughout November and December.
