Christmas can feel like a month-long money storm. School events, family plans, food shops that never seem to end, and the quiet worry about how much everything costs.
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But there is one easy win: yellow sticker shopping. When supermarkets clear stock, especially on Christmas Eve and New Year’s Eve, the prices drop so fast you can fill your basket for pennies.
The problem is that most people don’t know the right time to go.
Yellow stickers follow patterns, and this year’s timings are clearer than ever thanks to new research shared by VoucherCodes.co.uk, backed up by checks we’ve done against each supermarket’s usual routines.
If you want luxury bits for less, or simply want to cut the price of Christmas food, here’s when to shop and what to look out for.
Read next: How to save money on groceries – ways to cut your food shopping
Why Christmas Eve and New Year’s Eve have the biggest savings
These are the two days supermarkets must sell perishable and seasonal food. Anything left on the shelves when the doors close is wasted.
That’s why the strongest reductions often appear just before closing time. Meat, cheese, bakery treats, fruit, veg, dips, desserts, party food – all marked down in a last-minute rush.
Skint Dad says:
Shoppers shouldn’t feel awkward about grabbing these deals, because the savings can cover whole meals and help stop tonnes of food from being thrown away.
Lidl: reductions land late in the day
Lidl usually marks things down twice a day, but the deepest cuts appear in the last hour before closing.
For Christmas Eve and New Year’s Eve, aim for 5pm, as stores close at 6pm. Staff often apply a final round of reductions between 4pm and 5pm.
Aldi: red stickers and up to 75% off
Aldi discounts arrive in two waves. Morning reductions are decent, but the biggest drops happen late afternoon.
On Christmas Eve and New Year’s Eve, go at 5pm to catch the final round before stores close at 6pm.
Red stickers can be anywhere in the aisle, not grouped together, so scan carefully.
Asda: three rounds, with evening being the strongest
Asda reduces in the morning, again at midday, and then in the evening.
On Christmas Eve, 6pm is the sweet spot, especially for fruit and veg. It’s not unusual to see prices fall to 10p.
New Year’s Eve discounts still happen, though not quite as heavily because stores reopen on New Year’s Day.
M&S: one hour before closing time
M&S keeps things simple. They reduce items roughly one hour before they shut.
Christmas Eve: go at 3pm.
New Year’s Eve: go at 6pm.
If you turn up in the last 30 minutes, you may hit the jackpot, but the risk is everything good has already gone.
Tesco: three waves but focus on the final one
Tesco reduces at around 10am, 2pm, and 7pm, but Christmas Eve is different because many stores close earlier.
Whatever time your store shuts, go one hour before closing. The same goes for New Year’s Eve.
Morrisons: two big chances
Morrisons reduces early in the morning, then again before closing.
On Christmas Eve, stores close at 5pm, so arrive at 4pm.
On New Year’s Eve, stores close at 7pm, so 6pm is the best time.
Sainsbury’s: mid-afternoon and early evening
Sainsbury’s usually reduces at 2pm and 6pm.
On Christmas Eve, with stores closing at 7pm, 6pm is your best bet.
The same applies on New Year’s Eve, although some Sainsbury’s Locals stay open until 9pm.
What to do with whatever you find
Yellow sticker shopping helps you stretch your December budget long after Christmas week.
Freeze more than you think
Most festive items freeze well: meat, bread, hard cheeses, pastries, desserts, and even some fruit and veg.
Use your bargains straight away
Turn reduced veg into soups or tray bakes. Switch your meal plan if mince or chicken drops to pennies.
Ask if more reductions are coming
Staff often know what’s about to be stickered again.
Don’t feel awkward
There’s nothing embarrassing about saving money. Half the country is doing the same thing quietly.
What usually has the biggest drops?
Christmas-themed items are reduced the most because they have no value after the holidays. Look out for:
- Turkeys and turkey crowns
- Party platters
- Festive bakery treats
- Cheese selections
- Sweets and desserts
- Fresh fruit and veg
- Dips and party snacks
- Anything dated 24–31 December
These are the items that can turn a small budget into a full fridge.
Final thoughts
Yellow sticker shopping isn’t a trick. It’s just smart timing. If you can go out on Christmas Eve or New Year’s Eve at the right hour, you could easily save pounds on food that would usually be out of reach.
And in a year when so many households feel squeezed, those little wins matter more than ever.
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