Aldi has made a decisive commitment to British shoppers by pledging to freeze prices on hundreds of Christmas essentials, directly addressing widespread consumer anxiety about the cost of living.
A Price Lock Promise for the Festive Season
Giles Hurley, the Chief Executive of Aldi UK, has vowed to lock in the cost of hundreds of key Christmas items. This bold move comes despite the potential financial impact of the Labour Party's Autumn Budget, which is expected to deliver a brutal blow to supermarkets.
Mr Hurley stated that the supermarket chain is determined to shield customers from financial uncertainty. "Shoppers are anxious about how the Budget may affect finances," he said. "We want to take the guesswork out of affordability by locking in the lowest prices now — whatever cost pressures come our way — to make Christmas as affordable as possible."
The price freeze will cover all the components of a traditional Christmas dinner, including turkey, vegetables, and all the trimmings. Aldi confirms it will still offer the UK's lowest-priced festive meal.
Expansion and Investment Across the UK
Alongside its price promise, Aldi is aggressively expanding its physical presence. The discounter is opening 16 new stores across the country between 6 November and 12 December 2025.
This rapid expansion will bring Aldi's award-winning value to new communities from Kirkintilloch in Scotland to Kentish Town in London, with other locations including Cheadle in Staffordshire and Billericay in Essex.
This store opening programme is part of a massive £650 million investment across Britain in 2025. Each new store will create approximately 40 new jobs, providing a significant boost to local employment.
A Long-Term Commitment to Value and Suppliers
Aldi's discounting strategy is not just a short-term tactic. The supermarket recently announced a further £1.6 billion commitment over the next two years, with plans to open 40 new stores each year.
Jonathan Neale, Managing Director of National Real Estate at Aldi UK, emphasised the company's mission: "At Aldi, we're focused on making affordable, high-quality food accessible to as many people as possible – and opening new stores is at the heart of how we do that."
He added that the launch of 16 stores in just over five weeks is a significant milestone and a clear demonstration of the chain's ambitious growth plans.
Crucially, Aldi asserts that its low prices for shoppers do not come at the expense of its suppliers. "Being the cheapest for shoppers doesn't affect the fair prices paid to our suppliers," Mr Hurley confirmed. "The discount is our commitment, at our own cost."
