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Exact times Brit shoppers can find yellow sticker reductions in every major supermarket

Home> News> UK News

Updated 11:26 28 Jun 2025 GMT+1Published 10:33 28 Jun 2025 GMT+1

Exact times Brit shoppers can find yellow sticker reductions in every major supermarket

It's better than hanging around the supermarket all day long until they break out the stickers

Joe Harker

Joe Harker

At a certain time in the nation's favourite (or most conveniently near) supermarkets, several staff members stride down the aisles and begin the daily dance of the yellow sticker.

Identifying items which are about to go out of date and pass the point at which they can be safely sold, the supermarket staff slap all kinds of products with that bright adhesive label marking that it will now cost you far less.

Then in their multitudes they come, the discount-seeking shoppers who've been hanging around for the yellow sticker reductions and are ready to swoop down and seize a ready meal pack of two chicken kievs as though they were an owl and the ready meal a mouse.

All across Britain, thousands of these shoppers strike and claim their prize for a much lower price than everyone else who bought the same thing that day.

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For some people, the yellow sticker is a lifestyle and it's all about being in the right place at the right time, so it would be helpful to know exactly what the right time to lie in wait is.

Oh my goodness, 19 whole pence off the price of milk, someone hold me back (Daniel Harvey Gonzalez/In Pictures via Getty Images)
Oh my goodness, 19 whole pence off the price of milk, someone hold me back (Daniel Harvey Gonzalez/In Pictures via Getty Images)

Fortunately, Marco Farnararo of BravoVoucher.co.uk reckons he knows the exact times Brits can see the daily dance of the yellow sticker begin in the supermarket.

Tesco

He explained that in Tesco, the morning wave of discounts begins at around 8am, but if you want the big bargains then you'll have to wait until the evening and 7pm is apparently when supermarket staff start to roll out the larger price reductions.

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Farnararo explained that in the morning you might see discounts of up to 30 percent, but if you hang around until the evening round you could get as much as 90 percent off the price.

He added that for Tesco Express customers, the later round may start sooner at around 4pm, all the better to catch the people popping round for something before they get home.

Asda and Sainsbury's

The expert said that Asda and Sainsbury's also targeted 7pm as the timeframe for their evening discounts.

Morrisons

In comparison, Morrisons seems to do things slightly earlier with its wave of bargains apparently coming between 5pm and 7pm.

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Many supermarkets will do some small discounts in the morning, but the big bargains tend to come in the evening (Getty Stock Image)
Many supermarkets will do some small discounts in the morning, but the big bargains tend to come in the evening (Getty Stock Image)

Aldi and Lidl

On the other hand, he said that the likes of Aldi and Lidl swap things around and do their major discounts in the morning between 7am and 8am.

Since you're already going there for cheaper prices, it's less likely that you're waiting around for an even lower price later in the day, and if they did do it'd be a more rushed affair than an Aldi checkout.

Waitrose

Circling back round to the fancier supermarkets, Waitrose apparently starts doing its sticker rounds at about 6pm so you can pick up something nice for little Tarquin and Petunia.

Co-op

Meanwhile, if you shop at the Co-op, it tends to do the discounts about an hour before it closes, according to Farnararo.

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However, if you wanted to pick a particular day for discounts then it's going to be when many of these places aren't even open at these times, as the expert claimed Sunday was the time when supermarkets were really desperate to shift things from their shelves.

Featured Image Credit: Getty/Daniel Harvey Gonzalez

Topics: Shopping, UK News, Tesco, Aldi, Lidl, Sainsbury's, Money

Joe Harker
Joe Harker

Joe graduated from the University of Salford with a degree in Journalism and worked for Reach before joining the LADbible Group. When not writing he enjoys the nerdier things in life like painting wargaming miniatures and chatting with other nerds on the internet. He's also spent a few years coaching fencing. Contact him via [email protected]

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@MrJoeHarker

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