Aldi has announced a £12m investment on prices, lowering the cost of 180 Christmas products by an average of 20%.
The discounter said it has slashed prices on festive favourites like stuffing, chocolate and prosecco, as well as much of its frozen party food range.
Aldi has already slashed prices on 300 products over the last few months, having launched its Christmas Price Lock across turkey crowns, pigs in blankets, Christmas puddings and festive vegetables.
Aldi UK managing director of buying Julie Ashfield said: “This latest investment is part of our continued efforts to make great-quality food affordable for all, from party food treats to iconic Christmas essentials.
“We want everyone to be able to enjoy the festive season so we’re doing all we can to keep our prices low this Christmas – just as we always do.”
It comes as the discounters ramp up for an even busier Christmas trading period than usual, given the effects of the cost-of-living crisis on consumers’ budgets.
Today Lidl said it was expecting a “record-breaking Christmas” and revealed that customers had begun stocking up on Christmas food earlier this year than ever, with the first sales beginning back in September.
“It goes without saying that the past year has been challenging for so many people but, despite this, we can see that shoppers have been in the Christmas spirit since as early as September when the first Christmas lines went on sale,” said Lidl boss Ryan McDonnell.
“Over the past six weeks alone, we’ve seen a massive surge in the number of customers coming through our doors and it’s clear that households are getting prepared well ahead of celebrations.”
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