Four Major Retailers Pledge Price Cuts To Support Cash-Strapped Shoppers
- gillmcshane
- 22 hours ago
- 4 min read
Aldi, Co-op, Lidl, and Morrisons have announced cost-saving initiatives, including price cuts on everyday items like fresh produce, to help struggling households this winter as new research from New Covent Garden Market reveals British consumers are eating more vegetables at Christmas.
Aldi and Lidl are slashing prices of traditional festive vegetables to 8p to help shoppers budget for their Christmas food shopping.
Co-op, meanwhile, is injecting £1bn across a range of measures, including its biggest-ever number of price reductions, to support customers, businesses, and local high streets over the next 12 months, alongside continued investment into sourcing British produce.
Similarly, Morrisons has pledged price cuts on over 800 essential items, alongside special offers for seniors in its cafés, free children's meals, and school holiday breakfast clubs in a bid to help shoppers’ money go further.
Squeezed Households Shift Christmas Shopping Habits
The announcements come as some 60% of UK households saw their spending power fall for the fourth month in a row in October, according to Asda’s latest Income Tracker, demonstrating how low and middle-income families remain under financial pressure.
Further pressures may emerge as the festive season approaches and following the Budget, warns Cebr, one of the UK's leading economics consultancies.
With Christmas around the corner, new research shared by Aldi shows that shoppers are taking a more considered approach to their festive shop in 2025.
Nearly a third (30%) of 2,000 people surveyed by OnePoll are planning to shop earlier than usual to help spread the cost, with one in five (21%) preparing elements of their festive meals ahead of time to make the big day feel less pressured.
Nearly a quarter (23%) are adopting a ‘less is more’ attitude, streamlining the variety of products in their baskets. However, more than half of Brits (52%) are planning to pick up premium items to fill their baskets.
UK Eating More Vegetables At Christmas
Vegetables will be firmly on the Christmas plate, however, as more than half of British consumers (57%) claim vegetables have become a bigger part of their Christmas dinner, according to a new survey commissioned by New Covent Garden Market (NCGM).
The poll of 2,000 adults found that 51% are eating vegetables at Christmas in search of greater variety, and 48% are driven by healthier food options.
The 18-34-year-old age group are more likely to serve serve up at least seven different vegetables on their Christmas plate; actively challenging the notion that Christmas means indulgent foods at home and when dining out.
Brussels sprouts are now the nation’s second favourite vegetable for Christmas, ranking just behind the iconic roast potato. NGCM’s survey found that 63% of the nation now claim to love sprouts, compared with just 16% who still claim to hate them.
Aldi
Discounter Aldi is promising the lowest-priced Christmas dinner this year after bringing back its popular Christmas Super Six Veg promotion.
As of 18 December, Aldi said it will once again slash prices on festive vegetable staples to just 8p to make it easier for families to enjoy a “delicious and affordable” Christmas dinner.
Aldi’s British-sourced vegetables will be cut to 8p, including: White Potatoes (2kg), Carrots (1kg), Parsnips (500g), Red and White Cabbages (each), Brussels Sprouts (500g) and Swede (each).
The price lock promise will not affect suppliers, however, confirmed Giles Hurley, Chief Executive Officer of Aldi UK and Ireland. “Being the cheapest for shoppers doesn’t affect the fair prices paid to our suppliers,” he stated. “The discount is our commitment, at our own cost.”
Lidl
Lidl is also reportedly heavily discounting festive vegetables to 8p, including: sprouts (500g), carrots (1kg), potatoes (2kg), parsnips (500g), echalion shallots (300g) and individual swedes.
Lidl said the promotional prices will be active in stores from 19 December to 24 December and will not affect payments made to growers since these fall under long-term agreements.
Asda
Despite rising food costs, Asda said it remains committed to shielding customers from financial pressures by offering prices that are “significantly lower than its competitors base” as well as loyalty prices.
Based on a large shopping trolley, Asda said it is consistently recognised as the lowest-priced full-service supermarket in Which?’s independent survey.
The retailer’s convenience format Asda Express is also reportedly matching prices with its supermarkets on core lines and offering exclusive promotions as it opens 20 new outlets before the end of the year.
Co-op
Co-op plans to ‘Back Britain’ by pumping £1bn into the UK economy over the next 12 months to help tackle the cost-of-living crisis and bolster the nation’s future growth ambitions.
Designed to support consumers, businesses, and high streets, the significant investment includes one of Co-op’s biggest-ever number of price reductions, with the cost of over 1,000 products set to fall in 2,300 stores and online.
At the same time, Co-op said it will continue to spend over £700 million a year with British farmers and agricultural suppliers, maintaining its pledge to source British grown produce including a 100% British Potatoes and carrots all year-round commitment.
The cost of living is one of the top three concerns for over half (58%) of respondents to Co-op’s latest membership research, up from 51% in late 2024. The insight found concern is even higher among younger members, with 72% of those aged 18 to 34 placing cost of living in their top three worries.
“Backing Britain reflects our belief that responsible business must play its part in the country’s recovery and future growth,” explained Co-op Group CEO, Shirine Khoury-Haq.
Morrisons
To help those feeling the pinch this Christmas, Morrisons has reduced prices on over 800 everyday essentials since September, and is working closely with its supplier partners to offer further price reductions.
Morrisons’ Chief Executive Officer, Rami Baitiéh, said the retailer is also providing “meaningful initiatives” that offer practical community support, such as free children’s meals every day in Morrisons cafés, school holiday breakfast clubs, and special offers for senior customers using its cafés.