Aldi and Lidl are attracting more Christmas shoppers amid a cost-of-living squeeze, leading traditional supermarkets like Tesco to cut prices and offer loyalty incentives
Aldi and Lidl are attracting more Christmas shoppers amid a cost-of-living squeeze, leading traditional supermarkets to cut prices and offer loyalty incentivesShoppers pass Christmas light decorations on the high street in Southend-on-Sea, UK, on Wednesday. Brexit has left the UK economy 5.5% smaller than it would have been and added to the squeeze on public services that’s behind strikes crippling the railways and National Health Service, a prominent research group concluded.
Aldi and Lidl, which have been on the ascent for years, have gained further ground in 2022 amid soaring inflation. Aldi overtook Morrisons in September to become Britain’s fourth-largest grocer. Now the discounters are turning into holiday shopping destinations. That’s evident in the grocery aisles, where stores have cut vegetable prices this week as a potential loss-leader to get shoppers through the door. Aldi, Lidl, Tesco and Sainsbury’s are selling Brussels sprouts, carrots and parsnips at 19 pence a pack. Even upmarket Waitrose has reduced its offering to 30 pence.
Traditional supermarkets are using loyalty programmes to encourage customers to come back. Budget supermarket chain Iceland started its Christmas bonus card-savings programme in August to try to get ahead of rivals. Morrisons offered money-off vouchers to loyalty card customers who shopped with the grocer for four weeks in the run-up to the festive period.
There is no doubt that Aldi and Lidl have become part of the Christmas shopping scene. Because of the straitened times, they’re gaining unnatural business, so it will be a fight for the other supermarkets.M&S has seen sales of its Christmas party food and hampers rise above pre-pandemic levels, while Waitrose’s buffet and party food sales have increased 67% on last year. Shoppers aren’t trading down and away from Waitrose this Christmas, a spokesperson said.
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