Holiday countdown calendars have been such a hit for Aldi that the no-frills German discount grocery chain is rolling out several new ones this year, just in time for National Advent Calendar Day on Wednesday.
This year, the Batavia, Illinois-based retailer is offering over 20 different calendars filled with signature private-label items, including wine, cheese, beer, chocolate and, new this year—hot sauce. To unwrap what makes this campaign so special, Winsight Grocery Business caught up with Kate Kirkpatrick, director of communications at Aldi USA.
WGB: Aldi is known for its Advent Campaign, what makes it so successful?
Kirkpatrick: The fanfare over our calendars started in 2018 with the Emporium Selection Cheese Advent Calendar and Holiday Magic Wine Advent Calendar. We have since expanded the line-up to include a variety of calendars featuring many of our famous Aldi exclusive brands. This year, we’re ushering in the season with three new calendars: The Moser Roth 8 Nights of Hanukkah, The Bay Island Hot Sauce Advent Calendar and The Huntington Home Candle Advent Calendar.
We are constantly evolving our holiday calendar lineup to feature products that will delight our shoppers as they open each window. Each year, we listen to our customers’ feedback and keep an eye on new trends to inspire our calendars.
WGB: With shoppers weary from high food prices, what makes this year’s advent calendar so special for your shoppers?
Kirkpatrick: Finding ways to save customers money is part of our DNA. As the holiday season approaches, we are as committed as ever to being the low-price leader in every community we serve, every day. Our holiday calendars are no exception. Because the calendars feature our Aldi exclusive brands, we can give our shoppers high quality treats at incredibly affordable prices.
We have a wide array of calendars so all our shoppers can find something that suits their tastes—from wine and beer, to gourmet cheese and more. The calendars range in price from $5.99 to $59.99.