Forget social media for a second. All these came in the post yesterday and they say quite a lot. First, let's consider the brochure from Aldi, at a staggering 52-pages. It had a reassuringly regal glow and a seasonally velvety cover. Inside, the photography was star spangled and it oozed 'middle class' just like the brandy pouring cream available to the over-18s only, on page 20. This opulent product was sending a signal to the Audi and BMW brigade that Aldi has moved on from sandpaper-like lavatory paper and should be weighed and measured against, well, Marsk & Spencer or Waitrose, such is the nature of this publication.
Then there was the leaflet cheekily tucked inside from Wynnstay Stores. We get a similar one every year. In spite of the bargain horse clippers at £276 and the bunded oil tank at £1,300 (save £30!), this could be akin to Aldi's middle aisle but at thrice the cost.
Finally, also delivered yesterday came something from the Co-op. Much more traditional in nature, it wasn't specifically aimed at the the Christmas market. It included two £5 off vouchers to be used by November 22nd. No doubt the Co-op had this leaflet prepared strategically for this week, after the euphoria of Aldi's first week when some people will have been and will migrate to their usual store. The Co-op has a small but loyal following but even a marginal shift to Aldi will cause it harm.
'Voted favourite retailer by Good Housekeeping readers 2020' is another clue to the new middle class-ness of Aldi
We do wonder, though, whether the tagline 'There's nothing like Christmas together' quite fits the bill in the age of coronavirus. It's still touch and go as to whether we can have or even want to have large families around the dining table.
Will the prospect of fresh turkeys trouble our last two town centre butchers?
Then there was the leaflet cheekily tucked inside from Wynnstay Stores. We get a similar one every year. In spite of the bargain horse clippers at £276 and the bunded oil tank at £1,300 (save £30!), this could be akin to Aldi's middle aisle but at thrice the cost.
