I shop at Aldi every week. The quality of their merchandise is excellent, in my experience (far better than most house brands, and fully the equal of major public brands), and their prices are considerably better than any other supermarket chain (including Wal-Mart, Kroger, Albertsons, Publix, etc.). I price-compare fairly often, and usually find that a basket of goods at Aldi is at least 10% cheaper than anywhere else – frequently closer to 15%. Sure, they only stock their own house brands, and have a limited selection of each item, but since the quality of that item is perfectly acceptable, so what?
That said, I was informed today that shopping at Aldi was somehow considered ‘cheap’ or ‘lower-class’. I couldn’t believe it, and did an Internet search, only to find many entries, articles and comments indicating that there’s a stigma attached to shopping at Aldi. Can anyone tell me why this should be? I can’t think of a single valid reason for it . . . unless it’s somehow considered an inferior personality trait, or a social stigma of some kind, to shop on price, rather than on attributes such as a broad selection, or lots of frills like plenty of cashiers and free bags. (Of course, being an immigrant, I may have missed some innate prejudice that others have grown up with in America: but I still don’t understand it. Can anyone explain, please?)
I find Aldi provides about 80%-90% of what I need each week (I do much of the cooking at home, so I do a lot of the shopping too). If it saves me money while providing high quality, what’s not to like about the place? In today’s economic climate, I guess most of us could use a few extra pennies in our pockets. If I can add to them by shopping at Aldi, to heck with the prejudices of others!
(Oh – in case you were wondering, Aldi didn’t ask me to write this, or pay me for it. I’ll gladly give them my personal endorsement free of charge – and I’ll be shopping there again next week!)