The holiday season often involves sparkly clothes — and this million-people Facebook group is losing it over a sparkly dress from Aldi, according to Insider.
Aldi, a cheap supermarket chain with a cult status, presents products on its “Aldi Finds” weekly discount offers. On Nov. 9, Aldi’s weekly pick featured a sparkly wrap dress and it exploded online.
It is now known as ‘the shimmering dress’.
@mamaechoslosingit This is THE DRESS. #aldifind #aldidress #aldiktok #aldihaul #aldiusa #flattering #wls #my trip #weight loss surgery #rny #gastric bypass #weight loss journey #gastricbypassmom #bariatricbabe #gastricbypasscommunity #weight loss community I think I like it when it rains – WILLIS
The dress took off in a few Facebook groups called “ALDI Aisle of Shame Community” (there is at least one other with the same name). The joking nickname refers to the discount path, per Insider.
In the group, people ask for advice on recipes or recommend products. And for a while the page was full of users posting pictures of themselves in the dress while hundreds of others responded to send compliments. A few people even altered the dress in a shirt.
But then, after too many posts featuring the sparkly dress, the moderators of the group decided it was no longer allowed to post just the sparkly dress. Instead, the group offers creative styling challenges.
“New products that receive overwhelming attention, such as the sparkly dress or the egg chair, are allowed to be posted by anyone for about a week,” it wrote.
Aldi’s best-selling egg hanging chair launched in 2021 and sold out within 48 hours in one re-release of the product.
Its popularity has made the dress a hot commodity. A woman from Mississippi, Tracie Nicole Helms, told us Insider that she drove six hours (on two separate trips) to two separate Aldi locations – but that she still couldn’t find the sparkly dress.
Another woman Posted that she bought “the sparkly dress” for her Connecticut daughter from Florida. “I bought the dress, took it home, wrapped it and mailed it. Cristy received the dress today and as you can see she looks amazing,” she wrote.
“It’s like ‘The Sisterhood of the Traveling Pants.'” Everyone looks great,” Denise League, a Texas woman in the online group, told Insider.
The idea is that this confirms the magic of Aldi’s discount strategy. An expert told Insider that the aisle functions”treasure hunt” for people.
Aldi started out as a cheap grocery store in Germany in the 1960s. It opened its first store in the US in 1971 in Iowa to expand fast in the states since the 2008 recession. In 2020 it is announced it would open 70 stores by the end of the year.
“Don’t go crazy or you’ll miss this dress at #ALDI,” a TikToker wrote.
@aldiangela #green screen Don’t dillydally or miss this dress #ALDI #party dress #golddress #grwn #ootd #medium size #midsizefashionblogger #iloveclothes #chefskiss #fyp #fypã‚· #aldifanfavorites #aldifanatic #aldilove #aldifan #aldiangela #aldishopper #aisleofshame #noshameinmygame #limitedstock ♬ original sound – ALDIAngela
