Expert reveals what time to go to shops for Yellow Sticker bargains if you are struggling in January to get to payday
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AFTER an expensive Christmas and the long wait for wages in January, many people are feeling the pinch. To help ease the strain, you may wish to log the best times to hit the supermarket for the best yellow sticker deals. Richard Price, Grocery Expert at BritSuperstore, shared: “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.
![[Reduced-price food items in a Sainsbury's supermarket.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/e709tg-shelf-sainsburys-supermarket-reduced-512279914.jpg?strip=all&w=960)
“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.
![[Refrigerated shelf of reduced-price supermarket food.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/568150-sun-sun-features-yellow-772899015.jpg?strip=all&w=720)
“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.”. He added that the discounts in two stages are “purely strategic” as supermarkets don’t want to take a loss on high-demand items straight away, but also want to clear stock.
![[Asda supermarket exterior with large green logo.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/asda-stores-ltd-trading-asda-864742255.jpg?strip=all&w=960)
Here, 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... Best Time for Deals: Early evening (around 5 pm) for up to 90 per cent off, with some items marked down in the morning too.
![[Lidl supermarket in London.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/2kb4m4h-lidl-store-london-england-812391210.jpg?strip=all&w=960)
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.
![[Sainsbury's supermarket in Livingston, Scotland.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/2akwy40-sainsburys-supermarket-livingston-657131460.jpg?strip=all&w=960)
