Aldi supermarket in Droitwich is asking for permission to stay open longer – from 6am until midnight – as Christmas approaches.
The Worcestershire store, near the M5, will have the flexibility to sell booze and its bargain festive offerings including Kevin the Carrot for longer, if proposals from Aldi Stores are approved by Wychavon District Council.
Shoppers can currently stock up at the Aldi at Roman Way Retail Park, in Kidderminster Road, from 8am to 10pm every day except Sunday, when the hours are 10am to 4pm.
The application to Worcestershire Regulatory Services is for a variation to the premises alcohol licence to “amend the hours for sale of alcohol and opening hours to 6am to midnight every day of the week”.
The request is subject to a 28-day consultation period that appears to end on September 28.
The proposal comes ahead of the Christmas shopping season when supermarkets are competing on price and battling over customers.
An Aldi spokesperson said: “This is a standard procedure to give Aldi greater flexibility and not an indication that it intends to change opening hours permanently.”
Aldi submitted a similar extension plan for its Preston store last month when the company said the “licensing applications are to give stores flexibility during seasonal periods”.
Christmas is a key time for the budget supermarket, which has become famous for its Kevin the Carrot and family toys over the festive period. Queues to buy the latest characters build up before stores open on the day of their release.
Previous offerings have including a nod to Birmingham’s Peaky Blinders with an ad for Kevin the Carrot and the ‘Leafy Blinders’.
During the consultation period, West Mercia Police, the Fire Safety Department, planning services and the area’s community protection team involved with noise nuisance are among those consulted on the proposal.
Members of the public can also make written representations to the Licensing Authority up to the deadline.
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