Grocery expenses can significantly impact household budgets, but an expert reveals that strategic shopping times can lead to substantial savings, potentially up to 90 percent, by targeting 'yellow sticker' reductions. David Holmes, CEO of WhatPrice.co.uk, has outlined the specific schedules for major British supermarkets regarding when they apply discounts to items nearing their sell-by dates.

Holmes explained that most stores follow strict schedules, with the most significant price reductions occurring in the late afternoon or early evening when managers need to clear stock rapidly. While many shoppers encounter these discounted items incidentally, understanding the precise timing can save families hundreds of pounds annually on their grocery bills.

For **Tesco** shoppers, initial small markdowns begin around 8 am. However, the most substantial savings, up to 90 percent, are typically found much later, around 7 pm in larger stores and 4 pm at Express branches. Tesco employs a phased discount system; morning reductions might only be 20-30 percent, while evening discounts are more aggressive on fresh items to prevent wastage.

**Sainsbury's** operates on a different schedule, with initial price cuts appearing around 1 pm, though these are usually modest. The best deals, with discounts reaching up to 75 percent, are made available after 7 pm.

**Asda** shoppers seeking bargains should aim for 7 pm. Asda tends to implement one major round of reductions in the evening, rather than smaller markdowns throughout the day. This timing can yield fresh food discounts of 50-70 percent.

**Morrisons** often introduces yellow stickers earlier than some competitors, with the first reductions appearing around midday. The deepest price cuts are generally applied between 5 pm and 7 pm, during staff's final reduction rounds. David Holmes highlights that the fresh food counters, including fish, meat, and deli sections, can be particularly rewarding for evening bargain hunters.

**Aldi and Lidl**, as discount supermarkets, deviate from the traditional model. They apply their 'red-sticker' reductions (their equivalent of yellow stickers) first thing in the morning, with Aldi starting at 8 am and Lidl even earlier at 7 am. This approach is attributed to their products already selling quickly due to low prices, necessitating early reductions rather than end-of-day clearances.

**Waitrose** begins its markdowns around 2 pm, with the final yellow stickers and discounts of up to 80 percent appearing from 6 pm onwards.

**Co-op** stores' reduction times can vary significantly by location, but most implement their final price cuts in the hour before closing.

Beyond specific daily schedules, Sunday evenings are identified as prime time for bargain hunters across the board. Due to shorter trading hours and no deliveries expected the following day, stores are particularly keen to clear perishable stock. While navigating crowds of eager customers for these deals, patience and politeness are encouraged to foster a better shopping atmosphere. Crucially, while yellow sticker bargains offer significant savings, shoppers are advised to only purchase items they will genuinely use or freeze before expiry, as the most impactful saving comes from preventing food waste.