Best Time to Shop for Yellow Sticker Bargains at UK Supermarkets

If you have ever spotted a bright yellow sticker on a product in your supermarket basket, you already know the little thrill that comes with finding a deal. Yellow stickers are the UK shopper’s secret weapon, helping people save money on everything from fresh meat and fruit to ready meals and bread. But catching them at the right time is the real trick. The difference between paying £1 for chicken or 30p often comes down to knowing when staff start reducing prices and when those discounts hit the shelves. Understanding how each supermarket handles its yellow sticker reductions can completely change how you plan your weekly shop.

Supermarkets use yellow stickers to sell perishable products before they expire. Instead of throwing away items that are still good for consumption, they reduce prices, sometimes by more than 75 percent. The markdowns happen in phases, starting with small discounts earlier in the day and finishing with the biggest cuts later in the evening. Each chain has its own schedule, so the key is timing your visit right.

Why Yellow Stickers Exist

Every supermarket faces waste management challenges. Fresh goods have short shelf lives, and stores need to make room for new deliveries daily. Rather than letting food go to waste, staff apply yellow stickers to encourage quick sales. For shoppers, that means incredible bargains on perfectly good items that would otherwise be discarded. Most products with yellow stickers are near their use-by date, but they’re still safe if used or frozen immediately. For the supermarkets, it’s a win because they recover some of the product’s cost while keeping waste low.

Tesco Yellow Sticker Timing

Tesco has a well-known pattern for applying yellow stickers. Staff usually start marking down items mid-afternoon, around 3 pm or 4 pm, beginning with bakery goods and chilled foods. The first round of reductions might knock off 20 or 30 percent. The deeper discounts, sometimes 70 percent or more, usually happen later in the evening between 7 pm and 9 pm, depending on when the store closes. Smaller Tesco Express stores may start earlier since they close sooner. If you want a decent mix of choice and savings, visiting around 6 pm works well. For the biggest discounts, however, go right before closing time, when staff finish their final markdown sweep.

Asda Yellow Sticker Timing

Asda shoppers know that timing is everything when it comes to reduced sections. Most large 24-hour stores start their first markdowns at midday for chilled foods like sandwiches, salads, and ready meals. The main wave of reductions tends to happen in the early evening, between 7 pm and 9 pm, when the majority of perishable items are stickered. Smaller stores that close earlier, usually around 10 pm, start markdowns closer to 5 pm. Asda’s bakery section is a top spot for end-of-day deals, especially after 6 pm. If you visit after 8 pm, you’ll often find meat, produce, and desserts reduced to less than half their original price.

Sainsbury’s Yellow Sticker Timing

Sainsbury’s has one of the most predictable reduction schedules. Staff begin the first markdowns around lunchtime, focusing on items that won’t last another day. The next and largest wave happens between 7 pm and 8 pm, depending on the store closing time. Large Sainsbury’s supermarkets tend to wait until later in the evening to reach their biggest reductions, while smaller Sainsbury’s Local stores start earlier. Bakery items, fish, and fresh meat usually get reduced first, followed by dairy and ready meals. Regular shoppers note that the best bargains appear about one hour before closing, when staff apply final stickers before heading home.

Morrisons Yellow Sticker Timing

Morrisons is generous with reductions and well-known among bargain hunters for its late-night deals. The first round of yellow stickers usually appears between 3 pm and 4 pm, particularly on bakery and deli items. However, the golden hour at Morrisons tends to be between 7 pm and 8 pm, when staff start the final markdowns for perishable goods. Products nearing their use-by date can be reduced by up to 80 percent during this period. Smaller branches often do their markdowns earlier, around 5 pm, so check your local store’s pattern. Because Morrisons has its own food production and distribution network, the markdown system can be very efficient and consistent from one store to another.

Aldi Yellow Sticker Timing

Aldi’s approach to yellow stickers is slightly different because of its simplified operating model. Unlike larger supermarkets, Aldi doesn’t have staff dedicated to multiple markdown phases throughout the day. Most Aldi stores apply yellow stickers to perishable items first thing in the morning when the store opens. Reductions can range from 30 to 75 percent, and once those items are gone, they’re gone for the day. It’s worth arriving early if you’re hoping to grab discounted meats or bakery products. Aldi doesn’t usually run late-evening markdowns since most stores close earlier than competitors.

Lidl Yellow Sticker Timing

Lidl runs markdowns in two main stages. The first round starts mid-afternoon, usually between 2 pm and 4 pm, and covers chilled items with short shelf lives. The second and deeper round happens closer to closing time, generally around 7 pm or 8 pm. Lidl’s bakery section often sees last-minute price cuts late in the evening as staff clear unsold pastries and bread. Because Lidl is focused on efficiency, staff sometimes reduce entire trays or sections at once, which means a good selection if you arrive right after they apply the stickers.

Co-op Yellow Sticker Timing

Co-op stores are smaller and restock frequently, so markdowns happen more often throughout the day. Most reductions begin in the late afternoon, around 4 pm, and continue into the evening. Since many Co-op stores close earlier than midnight, the best time to find heavily discounted items is roughly one hour before closing. Co-op also has a strong community presence, which means regular customers often know the staff and the store’s typical reduction schedule. If you build a friendly relationship with staff, you might even get a heads-up when markdowns are about to start.

Waitrose Yellow Sticker Timing

Waitrose applies markdowns gradually throughout the day, starting with small discounts on bakery and deli items around lunchtime. The deeper reductions come later in the evening, usually after 6 pm. Because Waitrose maintains a focus on premium quality, it often discounts high-end items like fish, cheese, and ready meals that are still in perfect condition. Shoppers looking for luxury items at budget prices should plan visits close to closing time, around 7 pm or 8 pm, when reductions are highest.

Iceland Yellow Sticker Timing

Iceland is slightly different because it specializes in frozen products with longer shelf lives, but it still uses yellow stickers for chilled foods and bakery goods. Most markdowns occur late in the afternoon or early evening, around 5 pm to 7 pm. Iceland’s reduced sections are smaller than those at other supermarkets, so items go fast. If you see a good deal, grab it immediately because it may not be there a few minutes later.

Other Places to Find Reductions

Beyond traditional supermarkets, you can also find yellow sticker discounts in convenience stores like Spar or regional retailers such as Booths and Heron Foods. Each has its own pattern, but reductions usually happen in the evening before closing. Smaller retailers rely heavily on local foot traffic, so the markdown process is fast and consistent.

Tips for Scoring the Best Yellow Sticker Bargains

The first rule is timing. Most stores apply final reductions roughly two hours before closing. If you can visit during that window, you’ll likely get the deepest discounts. The second rule is flexibility. Don’t shop with a rigid list when bargain hunting. Instead, plan meals around what you find reduced. Third, always check the labels carefully. Yellow sticker items are safe but close to expiry, so make sure the use-by date fits your plans. Freeze what you can’t cook immediately. Fourth, bring reusable bags and keep an insulated cooler bag handy if you expect to pick up chilled goods on hot days. Fifth, learn your local store’s rhythm. Every branch has its own timing based on when deliveries arrive and when staff prefer to reduce items. A friendly chat with an employee can help you discover their usual pattern.

What to Expect by Time of Day

Morning shoppers may find a few overnight markdowns left over, but selection will be limited. Mid-day brings small reductions, mostly for quick-turnover lunch items like sandwiches or snacks. Late afternoon is when markdowns start in earnest, with discounts of 30 to 50 percent. The evening is the prime time for serious bargains, especially one to two hours before closing, when items drop to as little as 10 percent of their original price. After closing, remaining stock is usually removed and discarded, so there is no reason to arrive later than that.

Common Myths About Yellow Sticker Shopping

Some shoppers believe yellow sticker items are unsafe or poor quality, but that’s not true. Supermarkets are legally required to ensure all food sold is safe to eat. The reductions simply reflect shorter shelf lives, not compromised quality. Another myth is that you need to wait until the very last minute to get deals. While that works in some cases, it also means less choice. Arriving slightly earlier often gives a better balance between variety and savings. A final myth is that only low-income shoppers go for yellow stickers. In reality, people from all backgrounds chase these deals because they make financial sense and help reduce food waste.

Why Yellow Sticker Shopping Helps Everyone

When you buy reduced items, you’re not only saving money but also helping cut food waste. The UK throws away millions of tonnes of edible food each year. Yellow sticker shopping keeps good food out of bins and supports sustainability goals. It also makes premium items affordable for everyone, allowing shoppers to try foods they might not normally buy at full price. Many families now plan their weekly meals around yellow sticker finds, turning bargain hunting into a fun and budget-friendly routine.

Seasonal and Regional Differences

Restock and reduction times can shift during busy seasons. Around Christmas, Easter, or major events like the World Cup, stores extend hours and adjust staff schedules. Reductions may start earlier or later depending on foot traffic. Rural stores often start markdowns earlier since they close sooner and see smaller crowds, while urban branches in busy cities like London or Manchester might delay markdowns to handle after-work shoppers. If you travel or move cities, it’s worth checking how your local store operates because each branch can differ slightly.

How to Store Yellow Sticker Purchases Safely

Always check use-by dates. If an item expires today, cook or freeze it immediately. Meat, fish, and dairy products can be frozen on the same day you buy them, extending their life for weeks. Label frozen items with dates so you can track them later. For bakery goods, freezing slices or rolls individually makes it easy to defrost only what you need. For fruit and vegetables, wash and prep them for freezing or use them in soups, stews, or smoothies. Storing your bargains properly ensures that nothing goes to waste and you get the full value from every deal.

Final Thoughts

Knowing the best time to shop for yellow sticker bargains is one of the simplest ways to save money without sacrificing quality. Tesco, Asda, Sainsbury’s, and Morrisons all start reductions in the afternoon and hit their biggest discounts late in the evening. Aldi and Lidl tend to mark down earlier in the day, while Co-op and Waitrose adjust timings depending on store hours. Iceland focuses mainly on chilled and bakery markdowns, typically in the early evening. The secret is to experiment with timing, observe your local store’s pattern, and make it part of your weekly routine. Whether you’re feeding a family or just love a good deal, yellow sticker shopping can turn everyday groceries into a treasure hunt that benefits both your wallet and the environment.