Discount website Vouchercodes.co.uk has analysed the best time to head to all the main supermarkets in the UK.
Anita Naik, savings expert at Vouchercodes.co.uk, said: “Timing is everything when it comes to bagging these unbelievable deals. Shop at the right moment and you can save a fortune, enjoy luxury products for less, and stop good food from going to waste.”
The best time to go shopping on Christmas Eve
Lidl
According to VoucherCodes.co.uk, Lidl’s yellow sticker markdowns usually happen in two waves: one early in the morning when stores open at 8am, and another in the evening before closing.
For the best discounts, plan your Christmas Eve visit around 5pm. Staff at Lidl have been known to apply extra reductions between 4pm and 5pm, just before doors close at 6pm.
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Aldi
Aldi also has a two-round system for markdowns – first thing in the morning from 8am, and again later in the evening. However, unlike Lidl, Aldi uses red stickers to highlight its discounted products.
Red-sticker items are scattered across the store, with some items marked down by up to 75% on their final day of sale. Head there by 5pm on Christmas Eve for the best bargains before stores close at 6pm.
Asda
Asda’s reductions follow a three-tier system: the first in the morning, a second at midday, and a final round of markdowns at about 7pm.
On Christmas Eve, plan your shop for 6pm to catch the best deals, especially on fresh fruit and veg, which can drop as low as 10p.
M&S
M&S keeps it simple but strategic, with stores reducing items about an hour before closing. On Christmas Eve, that means arriving at 3pm to snag the best bargains before stores close at 4pm.
Some M&S stores often apply last-minute reductions in the final 30 minutes before closing time.
Tesco
According to VoucherCodes’ research, Tesco’s yellow stickers roll out in three waves – around 10am, 2pm, and 7pm. For the biggest bargains, head to Tesco an hour before closing. Depending on your local store, on Christmas Eve, this will be 6pm or 7pm.
Morrisons
Morrisons usually applies its first reductions as soon as stores open, and saves a final further markdown for the evening. With stores closing at 4pm on Christmas Eve, the best deals are likely to pop up around 3pm.
Sainsbury’s
At Sainsbury’s, yellow stickers appear around 2pm and again at 6pm. With stores closing at 7pm on Christmas Eve, arriving at 6pm will give you the best chance to bag festive treats for less.
Festive food money-saving tips
Stock up and freeze
Many festive items, like meats, breads, hard cheeses, and desserts, can be frozen for later use.
Get creative
Yellow-sticker shopping can inspire inventive and seasonal meals. Use discounted ingredients to whip up something new and exciting for your household.
Ask for further reductions
If you spot something you want, don’t hesitate to ask a staff member if it’s likely to be marked down again soon.
Skip the stigma
There’s no shame in buying yellow sticker food. Shopping smarter allows you to splurge on higher-quality items that might not usually fit your budget.
Seasonal specials
Look out for markdowns on Christmas-specific items like turkeys, party platters, and festive sweets. These often carry the biggest discounts on Christmas Eve – alongside fresh foods like fruit, veg, and dairy.
