The ‘reduced’ section of your local supermarket may be home to some real treasures – but you’ll have to be quick
Many shoppers use ‘yellow stickers’ when doing their food shopping since, if you time it right, the discounts can be substantial. There are families who’ve managed to get their hands on everything from meat to bread for 10p, while others have even bagged free products by timing it right.
The yellow sticker bargains, sometimes known as ‘whoopsie deals’, tend to be found in the ‘reductions’ sections at most major supermarkets. They’re essentially clearance items and can include anything and everything from a damaged tin of tomatoes to a bag of cookies that are approaching expiry.
There are usually three main reasons why supermarkets make reductions on food – if an item has a short shelf-life, if it’s superficially damaged or if it is no longer being sold, such as Easter Eggs out of season. Sometimes, however, it’s simply a case of too many of a single item in stock, or the grocer is trying to shift goods before the end of the weekend.
Whatever the reason, you just need to time it right. Marco Farnararo, CEO and co-founder at BravoVoucher.co.uk, has shared when coveted yellow stickers appear at Britain’s biggest supermarkets.
He explained each store has its own strict schedule for marking down items near their sell-by dates. The biggest reductions happen during specific windows – usually late afternoon or early evening when managers need to clear stock fast.
He said: “Most people spot yellow stickers while shopping, but hardly anyone knows there’s a science to when they appear. Knowing exactly when to visit each supermarket could save families hundreds of pounds on their grocery bills.”
Tesco
According to Marco, Tesco starts with small markdowns from 8am. However, the real savings of up to 90% don’t happen until around 7pm at larger stores and 4pm at Express branches.
He added: “Tesco uses a step-by-step system throughout trading hours. Morning discounts might only be 20-30% off, but evening reductions can reach 90% on fresh items that would otherwise be thrown away.”
Sainsbury’s
Sainsbury’s yellow sticker routine looks completely different. The first price cuts appear around 1pm but don’t expect much of a discount then.
The best deals arrive after 7pm when prices can drop by up to 75%.
Asda
For yellow sticker deals at Asda shoppers should aim for 7pm. Marco said: “Asda does one big round of reductions in the evening instead of smaller markdowns throughout the day.
“You can find fresh food suddenly cut by 50-70% if you turn up at the right time.”
Morrisons
Morrisons beats most rivals to the punch, with the first yellow stickers appearing around midday. Shoppers get the biggest price cuts between 5pm and 7pm when staff make final reductions.
Marco said: “The fresh food counters at Morrisons are gold mines for yellow stickers. The fish, meat, and deli sections can see huge reductions in the evening.”
Aldi and Lidl
According to Marco, Aldi and Lidl break all the rules compared to traditional supermarkets. The discount chains put out their red-sticker reductions (their version of yellow stickers) first thing in the morning, with Aldi starting at 8am and Lidl even earlier at 7am.
He added: “The discount supermarkets work completely differently. Their products already sell quickly because of the low prices, so they reduce items at the start of the day rather than the end.”
Waitrose
Waitrose begins markdowns around 2pm, with final yellow stickers appearing from 6pm onwards with discounts up to 80%.
Co-op
Co-op stores vary widely depending on location, but most make the final reductions in the hour before closing.
Marco also shared his top tips for getting your hands on yellow sticker items. He said: “Sunday evenings are absolute prime time for bargain hunters. With shorter trading hours and no deliveries the next day, stores are desperate to clear perishable stock.”
The insider urged shoppers to mind their manners when hunting for reduced items. He added: “Staff putting out yellow stickers often face swarms of eager customers. Being patient and polite makes their job easier and creates a better atmosphere for all.”
While yellow sticker bargains can slash your food bill, Marco stressed you should only buy what you’ll actually use, adding: “The biggest saving comes from not wasting food. Only buy reduced items you’ll definitely eat or can freeze before they expire.”