Middle aisle fans rejoice! Supermarket Aldi is making a bid for “Specialbuys” to be added to the Oxford English Dictionary after the iconic aisle has gained cult status with UK shoppers, thanks to its quirky range of top quality, affordable products.
These products include everything from egg chairs to advent calendars and fire pits to beauty booty.
The Middle Aisle
Since 2008 – when the “middle aisle” was first introduced to the UK – an army of Specialbuyers has grown. They think nothing of setting their alarms for 4am on a Sunday to be the first to see the newly updated Specialbuys’ online page and get their hands on Aldi’s latest must-haves.
Owing to the ever-growing popularity of the middle aisle of Aldi, the supermarket has applied for “Specialbuys” to be added to the Oxford English Dictionary. And as part of its bid, Aldi has released new online sales figures which reveal where classic Specialbuys are the most popular across the UK:
Specialbuy & location of most sales
Inflatable Spa Pool – Birmingham
Kamado BBQ – Bury
Caravan Toilet Fluid – Chelmsford
Pet products – Bristol
Gym equipment – Guildford
Valentine’s Day range – Manchester
Cycling range – Birkenhead
While secrecy surrounds the latest haul of twice-weekly Specialbuys, social media is regularly full of predictions on what might be revealed next. Over the past 12 months, “Specialbuys” has been mentioned 53.8K times on social media sites, resulting in it being seen by users a whopping 9.4 billion times on Twitter alone.
Julie Ashfield, Managing Director of Buying at Aldi UK, says: “Specialbuys have taken on a life of their own over the last 13 years – they’re beloved by shoppers and even have pages dedicated to them on social media! From garden furniture to pet gear, and kayaks to spa pools, the Specialbuys concept of amazing value products that you didn’t know you needed until you came across them has struck a chord with the British public. Being able to buy them online has also helped to boost their must-have status. The term Specialbuys is now part of the UK retail landscape, and we think it deserves official recognition in the Oxford English Dictionary.”
The Oxford English Dictionary
In 1895, the title “The Oxford English Dictionary” was first introduced. The Oxford English Dictionary is updated on a quarterly basis, and the words added include revised versions of existing entries along with new additions. The most recent edition – published in October 2021 – included almost 100 revised and new entries including “climate crisis”, “extreme weather”, “zero waste”, “plastic footprint”, “decoupling” and “mass extinction”.
Aldi at PE1
Aldi at Peterborough One opened its doors to the public earlier this year, recruiting 30 new staff members for the 18,500 sq ft location. The premium supermarket has been proving extremely popular with Peterborough residents owing to its offering of affordable, high-quality food and Specialbuys!
As well as Aldi, the retail park is also home to Van Hage Garden Centre, Angle Axe Throwing, Inspired Martial Arts, Mobility For You, Steadman & Co Hairdressing, The Works, Pavers, Maidenhead Aquatics, Just4Sofas, Hammonds, InflataNation, Hebden Dance Company and the beauty school Kiss & Make Up.
Head PE1 on the lead up to Christmas to bag some Specialbuys and much more!