The holiday season is a time for traditions, celebrations, and, let’s face it, stressful shopping lists. But ALDI is here to make it all a little easier (and a lot more affordable).
In this exclusive interview from our partners Zeno Group, Bridget Kozlowski, Director of Communications for ALDI US, shares how the brand delivers value, inspires loyalty, and helps shoppers create memorable moments without breaking the bank. From their award-winning private labels to the buzzworthy ALDI Finds aisle, ALDI is all about “helping people save and celebrate better.” As Kozlowski puts it, “We’re not just helping people save, we’re helping them celebrate better.”
Dive into the full interview to discover how ALDI earns trust, amplifies word-of-mouth advocacy, and turns holiday shoppers into lifelong fans.
Q: The holidays are a season of traditions—festive meals, gatherings, and gifting. These moments stir nostalgia and a desire for products that help people celebrate meaningfully. How does ALDI drive consumer loyalty at a time when everyone is competing for that moment of connection with their shoppers?
A: For many, the holiday season is joyful, chaotic…and expensive. We know shoppers want to host gatherings with all the elaborate spreads and decor they see on their social feeds, but when they’re staring down a cart full of overpriced name brands, that can feel overwhelming, fast.
At ALDI, we’re all about value every day and that is especially true during the holidays. Whether we’re dropping our already low prices on essential holiday meal ingredients, introducing new seasonal flavors or a lookalike of a highly coveted golden reindeer figurine (IYKYK) – we help shoppers pull off the holiday celebrations they want for less.
From high-end charcuterie boards to wine that tastes like triple the price, our award-winning private labels make it easy for shoppers to wow their guests without draining their wallet. We’re not just helping people save, we’re helping them celebrate better.
Q: How does ALDI encourage and amplify word-of-mouth advocacy during the holiday season, especially around limited-time products and festive finds?
A: Each week, we drop 100+ new, unexpected items in our ALDI Finds aisle. We drop products worth talking about by keeping a close eye on evolving trends and listening to our loyal customers to bring back favorites they love and can’t stop posting about.
The ALDI fanbase is next level. They’re loyal, loud and love tipping each other off to the latest score. With millions of members in dedicated ALDI-Finds Facebook groups, we constantly see shoppers swapping tips, showing off hauls and telling their friends what trending new product they got for less at ALDI.
Q: How does ALDI maintain trust during high-pressure holiday shopping moments from Thanksgiving to New Year’s?
A: We earn trust during the holidays by doing exactly what we do every day – offering the lowest prices of any national grocer.*
Our shoppers know we don’t play games with their wallets, and that we don’t raise prices one day, just to lower them on Black Friday. Instead, we operate our stores efficiently, and let little strategies like our quarter cart system, smaller store footprint and even skipping music in our stores add up to big savings for our shoppers.
How much exactly? A family of four can save nearly $4,000 a year when they shop ALDI.* Especially during high-spend moments of the year, like the holiday season, the value shoppers find at ALDI is a breath of fresh air.
*According to the 2025 ALDI Price Leadership Report
Q: How does ALDI view holiday shopping not only as a test of brand loyalty, but as a powerful opportunity to deepen emotional connections with consumers that last well into the new year?
A: During this time of year, shoppers aren’t just scanning price tags but making lasting memories, hosting family and feeding their people. If ALDI can help them pull that off with less stress and more savings, we’ve earned more than just a transaction. We’ve earned their trust.
Come January, shoppers remember who showed up for them when it mattered. That’s how loyalty turns into love and love into diehard fandom.
