With Christmas just around the corner, the annual festive food shop is looming for households across the UK. However, savvy shoppers can significantly cut costs by timing their supermarket trips to coincide with dramatic price reductions on perishable goods.
The Golden Hours for Supermarket Savings
According to retail expert Zoe Morris from VoucherCodes.co.uk, there are specific "golden hours" when supermarkets apply their deepest discounts. These coveted yellow sticker items—or red stickers in the case of Aldi—offer last-minute bargains on everything from the centrepiece turkey to all the trimmings.
Knowing exactly when to visit is key to securing these deals, and the schedules vary between major retailers, especially on key dates like Christmas Eve and New Year's Eve.
Supermarket-Specific Discount Times
Aldi shoppers should aim for early mornings or late evenings for the best chance of a bargain. Crucially, the grocer implements discounts of up to 75% off on a wide range of products from 5pm on Christmas Eve. On New Year's Eve, with stores closing at 6pm, last-minute reductions are also expected to clear perishable stock.
Asda operates a three-tier reduction system throughout the day. However, many seasoned bargain hunters recommend visiting around 6pm on Christmas Eve, just before the final round of markdowns hits at approximately 7pm.
For M&S, the magic hour is 3pm on Christmas Eve, when the retailer typically reduces stock before closing for the holiday. On New Year's Eve, with doors shutting at 7pm, heading in at 6pm could yield excellent deals.
Tesco also uses a three-wave reduction system, with discounts commonly applied around 10am, 2pm, and 7pm. For the very best prices, visiting at 6pm or 7pm on Christmas Eve is advised. The same timing applies for New Year's Eve shopping.
Other Major Retailers' Schedules
At Morrisons, markdowns are continuous, but the final reductions usually happen around 4pm ahead of a 5pm Christmas Eve closure. On New Year's Eve, a 6pm trip is promising as stores prepare to lock up at 7pm.
Sainsbury's tends to apply its yellow stickers at around 2pm and 6pm. With Christmas Eve closing time at 7pm, the 6pm slot is considered the prime opportunity for bargains. A similar pattern is expected on New Year's Eve.
By planning your shop around these specific times, you can transform the dreaded festive grocery run into a treasure hunt for serious savings, leaving more money in your pocket for the celebrations.
