Aldi chief Giles Hurley has forecast “record sales” for the discounter this Christmas but stopped short of predicting a like-for-like increase.
“I’m excited about the fact that we’re going to have our biggest-ever Christmas,” Hurley told The Grocer. “Shoppers are prioritising value, as they always do, but more than ever this Christmas.”
However, Hurley did not predict value-seeking consumers would spend more than they did last year in Aldi’s existing stores.
“I’m expecting our biggest-ever Christmas and I’m expecting record sales,” he said. “As you know, we’re continuing to open stores. I don’t normally comment on like-for-likes. We generally look at the business as a whole.”
Hurley acknowledged in September that Aldi’s same-store sales were down in 2024, blaming the decline on investment in prices and expansion. Its total sales were up 1.1% to £1.81bn, an uptick more than accounted for by the roughly 30 new stores it opened in the period, taking its estate to about 1,040.
The supermarket expects to have 1,081 UK stores by the end of 2025, and another 40 by the end of 2026, in a £1.6bn investment in expansion over two years.
Aldi UK & Ireland CEO Hurley said: “My vision is that as we continue to grow and develop the business, we’ll continue to serve more customers and our sales will rise.
“There are so many competing metrics which judge performance. I think the most important one is the top-line one. As you put down floor space, are you continuing to grow? And the answer for us is firmly yes.”
Hurley said Aldi was now “comfortably” the UK’s third-biggest supermarket in food and drink sakes, having overtaken Asda earlier this year.
“I think more expensive, debt-heavy supermarkets have been having a challenging time,” he said. “There’s been a lot of commentary on that in the media.
“What I can tell you is we’re number four in the market and the third-biggest by food and drink sales. We’re actually comfortably third by food and drink sales.”
He said despite “watching their spend” customers were “looking to treat themselves” this Christmas.
“And we know for some years now there has been that development of people looking to dine in and celebrate at home. This Christmas more than ever, we’ll be supporting that.
“We have our biggest-ever range of Specially Selected products on sale this Christmas. Our buying teams have done an absolutely fantastic job working with the best of our British suppliers to bring some innovation, some artisan products to our shelves this year.
“I do think this year household bills are a challenge and customers are looking at their spend,” Hurley added.
“That’s why it’s so important that I guarantee Aldi will have the lowest prices in the market for your festive meal.”
Aldi last week unveiled a festive feast for eight for £11.85, matching an offer from Lidl.
Hurley also responded to recent claims by Iceland chairman Richard Walker that competition rules on land deals are “rigged” in favour of Aldi and Lidl. The Telegraph reported last month that Walker had accused the CMA of being too slow in extending the same rules to Aldi and Lidl that apply to Tesco, Sainsbury’s, Morrisons, Asda, Waitrose, M&S and Co-op.
Introduced in 2010, the rules restrict the use of clauses in property deals that block rivals from opening nearby.
“Look, I think the reality is whatever the playing field is, we’ll work in it,” said Hurley.
“Currently we abide by the terms, the legislation that exists, and we’ll continue to do that no matter what circumstances come.”
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