The “Yellow Sticker” Timeline: When to Visit Major Supermarkets for Deep Markdowns

Shopping for yellow sticker clearance items is one of the most effective ways to lower your weekly food bill. Major supermarkets routinely mark down perishable food nearing its sell by date, with discounts ranging from 20 percent in the morning up to 90 percent by late evening.

Because stores clear inventory in structured daily waves, knowing the exact markdown schedule for each supermarket chain allows you to grab the deepest price cuts before stock vanishes.

The General Daily Reduction Structure

Supermarkets generally execute markdowns across three distinct windows during operating hours:

First Wave (Morning Opening to 11am): Initial reductions of 25 percent to 30 percent applied to items reaching their sell by date. Selection is wide, but prices remain relatively close to full price.
Second Wave (2pm to 5pm): Intermediate price cuts of 50 percent applied to unpurchased items from the morning. Good for shoppers wanting solid savings without waiting until store closing.
Final Wave (7pm to Closing): Deep discounts reaching 75 percent to 90 percent off original retail prices. High competition among shoppers, but yields maximum savings on meat, produce, and prepared meals.

Supermarket Chain Timelines

Tesco

First Reduction: Begins around 8am to 10am (20 percent to 30 percent off).
Midday Cut: Around 4pm to 5pm (50 percent off).
Final Reduction: 7pm to 8pm at standard stores, and 4pm onwards at smaller Express locations (up to 90 percent off).

Sainsbury’s

First Reduction: Starts mid afternoon between 1pm and 2pm (20 percent to 30 percent off).
Midday Cut: Around 5pm (50 percent off).
Final Reduction: After 7pm (up to 75 percent off).

Asda

First Reduction: Morning wave between 9am and 11am (25 percent off).
Final Reduction: Concentration of heavy markdowns occurs between 7pm and 9pm (up to 90 percent off).

Morrisons

First Reduction: Midday around 10am to 12pm (25 percent off).
Final Reduction: Starts around 5pm to 7pm, with deli and bakery items seeing heavy price slashes (up to 90 percent off).

Marks and Spencer (M&S)

First Reduction: Morning opening between 9am and 10am (20 percent off).
Midday Cut: 2pm to 4pm (50 percent off).
Final Reduction: 5pm onwards, with peak markdowns closer to 8pm (up to 90 percent off).

Waitrose

First Reduction: 9am to 10am (25 percent off).
Final Reduction: 6pm onwards (up to 75 percent off).

Aldi and Lidl

Discount Schedule: Unlike traditional sliding scales, discount grocery chains apply flat percentage stickers (usually 30 percent, 50 percent, or 75 percent) either at store opening or a few hours prior to closing.

Co op

First Reduction: Midday around 12pm (25 percent off).
Final Reduction: Between 6pm and 8pm, with final clearance near closing hour (up to 75 percent off).

Insider Strategies for Yellow Sticker Shopping

Shop Midweek: Wednesday and Thursday evenings feature significantly higher volumes of reduced stock and lower foot traffic compared to busy weekends.
Capitalize on Sunday Trading: Due to shorter Sunday operating hours (stores often close at 4pm or 5pm), final clearance reductions begin much earlier in the afternoon, often around 3pm.
Know the Store Layout: Locate the dedicated clearance bays and chilled reduced sections in your local store, as staff assemble marked down goods in centralized areas.
Ask Store Colleagues: Reduction routines can vary by individual branch location. Asking staff politely when they print their final markdown tickets will give you the exact timetable for your local store.