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NEW RESEARCH FROM ALDI REVEALS WHAT KIDS REALLY THINK ABOUT SANTA — INCLUDING DITCHING COOKIES FOR PIZZA AND SHERRY FOR PRIME

Forget the traditional cookies and a glass of sherry for Santa on Christmas Eve — children believe what Santa really wants is pizza and a bottle of Prime. 

That’s according to new research from the nation’s favourite supermarket¹, Aldi, which quizzed over 1,000 primary school children to uncover their thoughts on Santa and his habits.  

The survey also revealed kids’ ideas about Santa’s Christmas morning meal. While 24% imagine him enjoying a full English breakfast, a surprising 12% picture him indulging in either banana pancakes or ice cream and another 21% think he starts his day with a Christmas pudding.  

When asked about Santa’s preferred snack to be left out on Christmas Eve, the research found that children believe he favours pizza (16%), a bowl of cereal (7%) or a healthy option of carrots and cucumber sticks (12%). And to wash it down? A juice box, Prime or a beer.  

However, with 16% of kids stating he takes a packed lunch to work, traditional Christmas Eve rituals may not be as important as some believe. As for mince pie consumption? More than one in five children estimate Santa consumes a whopping 10 billion on Christmas Eve alone. 

The survey also uncovered some fascinating insights into what children think Santa wants for Christmas himself and what he does for the rest of the year when he’s not delivering presents. 78% believe he prepares for the next Christmas or simply sleeps (17%), while others envision him as a reindeer trainer or a professional cookie eater.  

The poll also revealed some surprising beliefs about Santa and his personal life:  

• Over one quarter estimated he has more than 25 children 
• Over 1 in 5 thought he was 1,000 years old or older  
• 13% believe he maintains his iconic physique with a fat suit 
• 19% are convinced his toys are stored in the clouds, not the North Pole 

What’s on Santa’s own Christmas list? He’d like a hot water bottle, a travel mug, slippers, a Lego set and a bicycle. 

Julie Ashfield, Managing Director of Buying at Aldi UK, says: “This research highlights the magic of Christmas and how children’s imaginations can inspire us all to think outside the box when it comes to traditions. Christmas is about making your own magic and at Aldi, we’re committed to helping families create special Christmas memories at the best possible value.” 

Aldi’s award-winning Christmas range is available in stores now.

-ENDS-

Notes to Editors:

This research of 1,064 primary UK based school children aged 5-12 in the UK, polled through their parents commissioned by Aldi and conducted by Mortar November 2024.