Aldi has emerged as the standout discount supermarket performer this Christmas, recording its best-ever festive trading period as shoppers prioritised price amid ongoing cost pressures.

Sales at Aldi rose 3% year-on-year (YOY) to £1.65 billion in the four weeks to Christmas Eve, with price cited as the “biggest priority” for shoppers. The German-owned retailer also reported sales growth of more than 5% in the final trading week before Christmas, with 22 December marking its busiest trading day.

Across the period, staff handled more than 57 million transactions, selling over 5.5 million bottles of sparkling wine, 56 million potatoes and half a million turkeys over the festive season.

Giles Hurley, Chief Executive of Aldi UK and Ireland, said: “This Christmas proved once again that a great quality Christmas can still be affordable.

“We delivered a Christmas without compromise, offering customers award-winning British products at unbeatable prices. We’re grateful that more people than ever chose Aldi for their Christmas shop and trusted us to deliver both quality and value during what remains a challenging time for many,” added Hurley.

Last week, rival discounter Lidl GB also reported it had experienced its best Christmas trading results ever, with sales up 10% YOY and turnover exceeding £1.1 billion in the month to Christmas Eve.

Shopper numbers rose 8% YOY, with nearly 51 million customers through its doors, and Tuesday 23rd December recording the highest footfall as shoppers made last minute purchases.  

Commenting on the results, Ryan McDonnell, CEO at Lidl GB: “2025 was a record-breaking Christmas for Lidl – with more customers choosing to shop with us than ever before. By continuing to invest in low prices and champion British food, all without compromising on quality, we’ve seen loyalty soar. We remain the retailer that delivers the highest quality at the best price.

“As the fastest-growing bricks-and-mortar supermarket, we’ve expanded to reach more customers nationwide and offer outstanding value this Christmas. Looking ahead, we’ll continue to grow our footprint, invest in British produce, and deepen support for local communities, delivering even greater value for households across the nation.”

Charlotte Chilcott, Retail Analyst at GlobalData, noted that Lidl’s middle aisle played a key role in driving impulse-led purchases over the festive period.

“By leaning into trending categories, the discounter effectively captured impulse and convenience-led purchases. Sales of wooden toys rose by nearly 25% compared to last year. During the holiday season, shoppers purchased nine million Christmas cards and one million candles, highlighting the Middle of Lidl’s role in strengthening its position as a one-stop shop for festive essentials and affordable gifts,” commented Chilcott.