Savvy shoppers looking to drastically cut down on their grocery bills can achieve significant savings, potentially up to 90 percent, by simply adjusting their shopping times. According to supermarket expert David Holmes, CEO of WhatPrice.co.uk, there's a specific science to when the highly sought-after 'yellow sticker' reductions appear at Britain's major supermarkets. These coveted discounts are applied to items nearing their sell-by dates, with the most substantial price drops occurring during specific windows when stores need to clear stock rapidly, typically in the late afternoon or early evening.

Understanding each supermarket's unique schedule can empower families to save hundreds of pounds annually. For instance, **Tesco** employs a phased reduction system. Initial, smaller markdowns might appear from 8 am, offering 20-30 percent off. However, the real savings, up to 90 percent on fresh items, are found around 7 pm at larger stores, or as early as 4 pm at Express branches.

**Sainsbury's** follows a different pattern. Their first price cuts emerge around 1 pm, but the most attractive deals, up to 75 percent off, arrive after 7 pm.

**Asda** shoppers should aim for 7 pm, as the retailer tends to conduct one large round of reductions in the evening, rather than smaller markdowns throughout the day. This can lead to fresh food items being cut by 50-70 percent.

**Morrisons** offers earlier opportunities for bargains, with the first yellow stickers appearing around midday. The peak time for the biggest price cuts, including final reductions, is between 5 pm and 7 pm. The fresh food counters, such as fish, meat, and deli sections, are particularly noted as