Aldi has posted a jump in December sales, driven by the success of its expanded luxury ranges.
The discounter registered a 15% spike in total sales compared with December 2015, as its premium products, festive vegetable promotions and Prosecco gained traction with shoppers.
Aldi declined to provide a like-for-like sales figure, but a source close to situation told Retail Week that they were “strongly positive” during the period.
Total sales across the range advanced 27% year-on-year, with its Specially Selected mince pies and Specially Selected 30 day aged roasting joint among its top-selling products last month.
Following its Christmas success, the grocer is predicting sales of its Specially Selected ranges to surpass £750m in 2017.
Booze and veg surge
Aldi said it sold more than 13.5 million bottles of wine, Champagne and Prosecco throughout December, including more than 2 million bottles of Prosecco – almost 69,000 bottles per day.
The discounter’s Super 6 promotion on festive fruit and vegetables, which slashed prices to 19p in the two weeks leading up to Christmas, also struck a chord with consumers.
Aldi, which outdid discount rival Lidl by unveiling new market-leading rates of pay last week, said it sold 4.5 million packs of carrots, 2 million packs of Brussels sprouts and 2 million packs of parsnips during the month.
The retailer’s UK boss Matthew Barnes hailed Aldi’s “best ever Christmas” and added: “The people of Britain were very clear on what they wanted on their dinner tables this Christmas – unbeatable value premium-quality products and the lowest prices on festive essentials.
“Sales of our premium Specially Selected range in particular surpassed expectations – a clear sign that more and more people are realising they can treat their families to products of a quality comparable with Waitrose and M&S at a fraction of the price by shopping with Aldi.”