Exact time to shop major supermarkets for best yellow sticker deals including Tesco, Asda, Aldi, Morrisons and Sainsbury's

Richard Price, Grocery Expert at BritSuperstore, has years of experience studying supermarket trends and is an authoritative voice when it comes to finding the best value for money in your weekly shop. His expert advice can help shoppers make the most of discounts, from early morning reductions to evening bargains, and plan their shopping trips for maximum savings.

“January can be a tough month financially, especially after the excesses of Christmas and the long wait for the next payday. That’s why yellow sticker deals are such a game-changer. Most major supermarkets, including Morrisons, Aldi, and Asda, follow a two-round reduction strategy, with the first wave of discounts typically occurring in the morning, and the second – and often larger – reduction happening in the evening or just before closing. These reductions vary from store to store but can range from 10% to 25% in the morning to up to 90% in the evening, especially for perishable items nearing their expiry date.

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. For example, fresh meat, dairy, ready meals, and bakery products are often discounted by 90% in the evening, which helps prevent food waste while allowing shoppers to score huge savings.”

Below, Richard has broken down the best times to find yellow sticker deals across the UK’s major supermarkets, plus essential tips to help shoppers bag the best bargains:

Morrisons

Best Time for Deals: Early evening (around 5 pm) for up to 90% off, with some items marked down in the morning too.What to Look Out For: Ready meals, fresh meats, dairy, pies, and fruit and vegetables are often reduced significantly, sometimes by 90%. The final discounts are typically applied to items that are nearing their use-by dates, such as meats and fresh bread.Tips:

• Ask the staff about reduction times – they're often more than happy to help as reducing waste is part of their store policy.
• Keep an eye on fruit and veg—it’s where you’ll often find the steepest discounts.
• Bulk buying might seem tempting, but only buy what you can use or store to avoid food waste.

Aldi

Best Time for Deals: Just before closing time, especially for perishable items.What to Look Out For: Aldi discounts bread, meat, fruit, and vegetables by up to 75% on their last day of shelf life.Tips:

• Stock up on non-perishable items such as cereals and tinned food when they are reduced by 30% due to packaging damage.
• Check the items carefully for signs of over-ripeness or spoilage—especially in the fresh produce sections.

Asda

Best Time for Deals: Twice a day—once in the morning and again in the evening.What to Look Out For: Fresh produce like fruit and veg, often reduced to as low as 10p, especially during the morning reductions.Tips:

• Be early—Asda stores that open at 6 or 7 am are great for grabbing fresh produce at a fraction of the price.
• Check the reduced shelf throughout the day as different times can offer varying discounts.

Co-op

Best Time for Deals: Times vary, as discounts depend on stock levels and shelf life.What to Look Out For: The Co-op tends to discount various products, but it’s hard to predict the exact timing.Tips:

• Speak to staff to get a sense of when the discounts usually hit your local store.
• Keep an eye out for the mark-down sections for hidden gems.

Lidl

Best Time for Deals: First thing in the morning and a few hours before closing.What to Look Out For: Fresh produce, bakery items, and ready meals are often reduced, with discounts of up to 90% available closer to closing time.Tips:

• Download the Lidl Plus app for regular updates on in-store discounts and promotions.
• Be prepared to act quickly—items are often gone in a flash, especially at busy times.

Marks & Spencer

Best Time for Deals: Usually near closing time.What to Look Out For: Dine-in for two deals, bakery items, and ready meals are frequent targets for hefty reductions.Tips:

• Look out for bundle deals that offer additional savings.Join their loyalty programme to get access to further discounts.

Sainsbury’s

Best Time for Deals: Times vary, but always be alert for those yellow stickers.What to Look Out For: Large cuts on meats, fruit, and ready meals. Sainsbury's also frequently offers discounts of up to 50% for loyalty cardholders.Tips:

• Keep an eye on their weekly offers—registering for Nectar prices is a great way to access personalised discounts.
• Check meat and bread—they often get reduced significantly when approaching the sell-by date.

Tesco

Best Time for Deals: Discounts on fresh food are generally spread throughout the day.What to Look Out For: Tesco has dedicated ‘reduced in price, just as nice’ shelves for ready-to-eat meals, fresh salads, and meats.Tips:

• Look for the ‘Mark-Down Section’ at Tesco for the best reductions on items close to their use-by dates.
• Check for added promotions such as discounts when buying multiple items.

General Yellow Sticker Shopping Tips:

• Shop with a buddy to cover more ground. Most reductions go out simultaneously, and it can be tricky to be everywhere at once.
• Don’t go overboard. Stick to your shopping list to avoid spending more than you intend. Bulk buying should only be done if you can use or freeze the items before they go bad.
• Inspect everything thoroughly. Look out for broken seals, discolouration, and signs of spoilage, especially on meats and fresh produce.

https://www.britsuperstore.com/uk/offers