Yellow sticker shopping: getting the most from marked-down food
Reduced-price items can cut your food bill significantly. Knowing when and what to look for makes a real difference.
28 April 2026 · 1 min read
What are yellow sticker items?
Yellow sticker or 'reduced' items are products approaching their use-by or best-before date that have been marked down significantly, often by 50 to 75 percent. Most large supermarkets reduce items throughout the day, with the biggest reductions typically happening in the evening hours. The exact timing varies by store and day, so visiting regularly helps you learn the pattern at your local branch.
What to look for
Focus on items that freeze well — meat, fish, bread, pastries and many ready meals all work well from frozen. Avoid anything that looks damaged, has a compromised seal, or is already past its use-by date. Check the date and make sure you have a plan to use or freeze the item that same day, as use-by dates on reduced items are often immediate.
Tips for getting the most from reductions
Ask a member of staff when reductions usually happen at your local store — many are happy to share that information. Bring a small cool bag if shopping during warm weather to keep chilled and frozen items safe on the journey home. Do not buy more than you can realistically use or freeze, as a bargain you throw away is no bargain at all.
General guidance only
This guide contains general consumer information and is not financial, legal or professional advice. Always check official sources and consult a qualified professional if you need guidance specific to your situation.