Supermarket yellow stickers have been a concept for a long time and are put on products that have been discounted because they’re slightly damaged or near their sell-by dates
A shopping expert has shared the exact times major UK supermarkets put out their discounted yellow sticker items.
Over the last few years, the cost of the average supermarket shop has increased dramatically after inflation rose to its highest level for forty years back in 2022. Supermarket yellow stickers have been a concept for a long time and are put on products that have been discounted because they’re slightly damaged or near their sell-by dates.
Many Brits turned to these items to cut down on supermarket costs, and they became incredibly popular with bargain hunters across the country. Yellow sticker items can usually be found throughout the day in specific areas of the supermarket. However, there is often a golden hour when a whole variety of products are discounted and you could find some insane bargains.
To help shoppers, one grocery expert has shared exactly when these times are across major UK chain. Richard Price, a Grocery Expert at BritSuperstore, says most major supermarkets, including Morrisons, Aldi, and Asda, follow a two-stage discount strategy for perishable goods.
The first wave of discounts typically happens in the morning, followed by a larger reduction in the evening, just before closing. Reductions on certain products can range from 10% to 15% off in the morning and up to 90% off in the evening – especially for items nearing their expiry date. Richard said: “The reason supermarkets offer these discounts in two stages is purely strategic: they don’t want to take a loss on high-demand items right away, but they also need to clear excess stock before it goes to waste.”
Below Richard shares the best time to find deals at the major UK supermarket chains, what shoppers should be looking out for and some tips to help you bag the discounts before anyone else.
Morrisons
Richard said the best time to check for yellow sticker items in Morrisons is in the “early evening” from around 5pm. According to the grocery expert, this is the time when items can be marked up to 90% off, although he noted that some items can be marked down in the morning, too.
Shoppers should look out for things like ready meals, fresh meats, dairy, pies, and fruit and vegetables at Morrisons, as these are often significantly reduced at this time. Richard added, “The final discounts are typically applied to items that are nearing their use-by dates, such as meats and fresh bread.”
Richard says shoppers should ask staff about reduction times in their local store as they’re often willing to help. They should also focus on fruit and vegetables for the best reductions. Along with this, Richard says you should also buy only what you can use to avoid any waste. There is no point buying something – even on the cheap – if its just going to go in the bin.
Aldi
At Aldi, Richard says the best time for yellow sticker items is just before closing, specifically for perishable items. Like with Morrisons, shoppers should keep their eye out for things such as bread, meat, fruit, and vegetables as they are usually discounted at Aldi by up to 75% on their final day of shelf life.
At Aldi, Richard’s top tips are to stock up on non-perishable items, like cereals and tinned goods, especially when marked down due to packaging damage. When it comes to fresh produce, he also says shoppers should carefully check for ripeness or spoilage as some items could be too far gone.
Asda
Richard says shoppers wanting to bag some yellow sticker bargains at Asda are best to visit twice a day – once in the morning and once in the evening. At Asda, Richard’s top tip is to be early, as stores that open at 6am or 7am often have the “best” fresh produce yellow sticker deals. Sometimes prices can be cut to as low as 10p in the mornings. Alongside this, Asda shoppers should also check the reduced shelves throughout the day for varying discounts.
Co-op
Richard says the times of yellow sticker deals at the Co-Op depend on stock levels and shelf life so they do vary. He added: “The Co-op tends to discount various products, but it’s hard to predict the exact timing.” To know when your local store puts them out, you should try to speak to store staff, who will likely share their usual discount times. Richard says you should also keep an eye on the markdown sections for “hidden gems”.
Lidl
Lidl tends to put out its yellow sticker deals first thing in the morning and a few hours before closing. He added: “Fresh produce, bakery items, and ready meals are often reduced, with discounts of up to 90 per cent available closer to closing time.” For Lidl shoppers, Richard says its best to get the Lidl Plus app for updates on discounts and promotions. Alongside this, shoppers should try and act fast as yellow sticker items at Lidl tend to sell out quickly – especially during busy times.
M&S
Richard says M&S shoppers should visit the supermarket closer to closing time to get the best deals and should try and look out for bakery items, ready meals and dine-in for two deals as they are “frequent targets for hefty reductions”. The grocery expert also notes that M&S bundle deals usually are the ones that offer “extra savings”. Alongside this, shoppers should also join M&S’ loyalty scheme for additional discounts.
Sainsbury’s
Similarly to the Co-Op, Richard says Sainsbury’s yellow sticker times vary, so you should try and keep an eye out for them at whatever time you shop. More specifically, you should keep an eye out for meat and bread products. He says: “Large cuts on meats, fruit, and ready meals. Sainsbury’s also frequently offers discounts of up to 50% for loyalty cardholders.” Like with other supermarkets, Richard advises shoppers to register for Sainsbury’s Nectar car scheme as it offers personalised discounts which will of course help you save.
Tesco
Richard says Tesco usually offer discounts on their fresh food throughout the day so you could pick up some discounts whenever you shop. In Tesco stores, the chain has a dedicated “reduced in price, just as nice” section for its ready-to-eat meals, fresh salads, and meats. Richard’s top tip for Tesco shoppers is to look out for the “Mark-Down Section” for the best reductions on items close to their use-by dates.