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During the Christmas 2023 season, discount supermarkets Aldi and Lidl reported record sales in the UK, marking it as their 'best ever' Christmas performance and receiving a significant Christmas boost. The surge in sales was attributed to cost-conscious consumers seeking bargains amid rising living costs. These German-owned discounters, along with Sainsbury's and Tesco, emerged as the biggest winners according to industry data from market researcher Kantar. The data revealed that a total of $17.3 billion was spent in UK supermarkets in the four weeks leading up to December 24, with Aldi and Lidl being the preferred choices for many shoppers. The success of these stores was partly due to their ability to poach millions of Christmas shoppers with promotions, which included luxury items such as Wagyu beef and affordable champagne. Conversely, other supermarkets like Asda, Morrisons, Waitrose, and Iceland did not perform as well during the festive period.