Shoppers across the UK are being urged to time their Christmas Eve supermarket trips carefully to take advantage of significant savings on festive food. An expert has revealed the precise 'golden hours' when major chains like Aldi, Lidl, Tesco, Sainsbury's, Asda, and Morrisons apply their famous yellow sticker discounts.
The Expert's Guide to Festive Bargains
Zoe Morris, from the savings platform VoucherCodes.co.uk, has compiled a detailed schedule showing when stores typically mark down items that need to be sold. These discounts are particularly valuable on Christmas Eve, offering last-minute bargains on everything from party food to desserts. However, the practice has sparked some debate among shoppers and staff alike.
One shopper commented online, urging people to "spare a thought to the poor shop assistants who have to deal with the bargain hunters whilst trying to reduce the items." Another, claiming to be a supermarket worker, provided insight into the process: "We start reducing items that need to be sold by Christmas Eve, several days before hand." They explained that items dated for the 24th to the 28th of December are reduced in the week leading up to Christmas, often selling quickly to avoid disputes on the day itself.
Supermarket Discount Timetables Revealed
The markdown schedules vary significantly between retailers. Here is a breakdown of the 'golden hours' for each major supermarket chain on Christmas Eve:
Lidl: Shoppers should aim for two key times. The first wave of yellow stickers happens as stores open at 8am. A second round of reductions takes place in the evening before the typical 6pm closing time.
Aldi: Following a similar pattern to Lidl, Aldi also implements two discount waves. The first is in the morning around 8am, with a second batch appearing later in the evening prior to closing.
Sainsbury's: For those shopping at Sainsbury's, the best times to hunt for yellow stickers are around 2pm and again at 6pm.
Asda: Asda operates a three-tier markdown system. Reductions occur in the morning, then again at midday, with a final round of discounts appearing around 7pm.
Tesco: Tesco also favours a three-wave approach. According to the research, shoppers should look for yellow stickers at approximately 10am, 2pm, and 7pm.
Morrisons: At Morrisons, reductions happen store-wide at two points in the day: first thing in the morning as the store opens, and then again in the evening.
Planning Your Last-Minute Christmas Shop
While these 'golden hours' provide a useful guide, availability can vary by individual store location and stock levels. The supermarket worker who spoke out noted that in their store, "you would be hard pressed to find yellow stickers... on Christmas Eve" because items are reduced gradually in advance and sell quickly.
The key for bargain hunters is to be strategic and polite. By knowing the likely discount times, shoppers can plan their trips more efficiently, potentially saving a considerable amount on their festive food shop. However, it's worth remembering that staff are working hard during a busy period to manage these reductions, so a bit of patience and understanding can go a long way.
