Supermarket Reduction Times in the UK

If you love saving money on your food shopping, knowing the supermarket reduction times can help you stretch your budget further without sacrificing quality. Every supermarket reduces food at different times of the day, and once you know when the yellow sticker bargains appear, you can pick up meat, bakery items, fresh produce and chilled foods at a fraction of the cost.

This guide brings all the supermarket reduction times into one place, including Lidl, Aldi, Asda, Tesco, Sainsbury’s, Marks and Spencer, Co-op, Waitrose, Iceland and Farmfoods. Whether you’re feeding a family, stocking the freezer or just love a bargain, this hub will show you what time supermarkets reduce food.

Quick answer: the best time to get yellow sticker bargains

If you can only visit once: aim for 6pm to 7pm for the deepest reductions in most supermarkets.
If you can visit twice: try around 4pm first, then go back after 6pm.
On Sundays: reductions often happen earlier because stores close earlier.

If you want the exact timings per supermarket (and where to find the reduced shelves), use the quick links below.

Why do supermarkets reduce food?

Supermarkets reduce food as it approaches its date to:

avoid waste
clear shelves for new stock
keep food rotation fresh
offer good-value bargains

You’ll commonly find reductions on:

meat and poultry
bakery items
fruit and vegetables
dairy
ready meals
chilled foods
overstocked or discontinued lines
frozen food with damaged packaging

Supermarket reduction times quick links

Typical UK supermarket reduction times

Morning reductions (9am to 11am)

small markdowns around 10% to 20%
bakery reductions
fruit and veg close to date
sandwiches and lunch items

Afternoon reductions (3pm to 5pm)

medium reductions around 30% to 50%
meat and poultry
dairy
ready meals
chilled foods

Evening reductions (6pm to 8pm)

largest reductions up to 70% to 90%
whole chickens
ready meals
bakery items
premium foods
fresh produce

Sunday reductions

earlier reductions due to shorter hours
final markdowns typically between 1pm and 3pm

Best time to shop for supermarket reductions

Best single time of day

6pm to 7pm is when many supermarkets make their final reductions.

If you can visit twice

around 4pm for medium reductions
after 6pm for the deepest bargains

Best days of the week

weekdays (often quieter than weekends)
Sundays (reductions can be earlier)
the day after bank holidays (often more short-dated stock to clear)

Recipes

Looking for some recipes to use up your supermarket reductions? Here are some of our favourites:

Moroccan lamb recipe (shared on Shop Smart Save Money)
Curried parsnip soup with bone marrow
Homemade Keema naan

Where supermarkets put their reductions

Lidl

meat reduction shelf
chilled reduction shelf
Middle of Lidl clearance

Aldi

bakery rack
main chillers
end-of-aisle crates

Tesco

Reduced to Clear aisle
bakery racks
meat chillers

Asda

bakery clearance shelves
produce clearance
chilled yellow sticker shelves

Sainsbury’s

front chilled clearance
bakery
meat and produce sections

M&S

meat aisle
ready meals
bakery

Co-op

small chilled reduction bay
grab-and-go fridge
meat and veg reductions

Waitrose

bakery shelves
chilled reduced bays
deli area

Iceland

chilled reductions
frozen food with damaged packaging
seasonal clearance sections

Farmfoods

chilled fridges
freezers with dented boxes
clearance shelving

How much do supermarkets reduce food by?

First reduction (10% to 20%)

often happens in the morning
smaller price drops, best for choice rather than the lowest prices

Second reduction (30% to 50%)

common in the afternoon
good balance of discount and availability
often includes fresh meat, chilled foods and dairy

Final reduction (70% to 90%)

usually early evening (or earlier on Sundays)
best prices, but the smallest selection

Supermarket reduction times comparison table

Supermarket	First reductions	Second reductions	Final reductions	Best time for biggest bargains
Lidl	After 3pm	—	Around 6pm	Just before 6pm
Aldi	Store opening	—	4pm to 7pm	6pm onwards
Tesco	9am	4pm	7pm	6.30pm to 7.30pm
Asda	6am to 10am	5pm	7.30pm	7pm onwards
Sainsbury’s	Late morning	4pm	7pm	6.30pm onwards
M&S	9am	2pm	After 5pm	After 6pm
Co-op	Midday	—	Around 4pm	3pm to 4pm
Waitrose	Late morning	4pm	6pm	5.30pm onwards
Iceland	Late morning	—	3pm to 7pm	Late afternoon
Farmfoods	Late morning	—	3pm to 6pm	Late afternoon

Seasonal and holiday reductions

Some of the best supermarket reductions happen around seasonal events, when stores need to clear themed stock quickly. If you can time your shop right, you can pick up serious bargains.

After Christmas: party food, premium ready meals, cheese, desserts, seasonal bakery, gift sets and of course, turkey. Here is a great leftover turkey curry recipe.
After Easter: chocolate, hot cross buns, baking lines, themed treats
After Halloween: sweets, themed snacks and decorations in larger supermarkets
End of summer: BBQ food, picnic ranges, salads and seasonal multipacks

A simple rule of thumb: the day after a big event (or the last trading day before a reset) is often when you’ll see the biggest clearances.

See also: can you freeze cheese?

Even more tips for saving money on reduced food

check multiple reduction shelves because not everything is kept together
freeze reduced meat as soon as you get home if you’re not cooking it that day
batch cook with yellow sticker ingredients to save time and money
bring spare bags for freezer items, especially if you’re walking home
ask staff politely what the usual reduction routine is in that branch
shop at quieter times for better selection (and less shelf-side chaos)
look for dented boxes, especially in frozen sections
visit after major holidays for seasonal bargains

Frequently asked questions

What time do supermarkets reduce food in the UK?

Most supermarkets reduce food in the afternoon and early evening, usually between 3pm and 8pm. Many stores do a smaller earlier reduction, then a bigger final reduction later on.

Which supermarket has the best yellow sticker bargains?

Tesco, Morrisons and M&S are well-known for deep final reductions, but it varies by branch and how quickly shoppers snap things up. If you want the best chance, go a little before the usual final reduction time and keep an eye on multiple reduced shelves.

Do supermarkets reduce food daily?

Yes, most large supermarkets reduce food every day, though the exact times vary between stores and even between branches.

Do supermarkets reduce food after holidays?

Yes. Christmas, Easter and other seasonal events often lead to heavy reductions as supermarkets clear themed ranges and short-dated stock.

Are reduced items safe?

Reduced items are safe as long as they are within the use by date and you store them properly. If you’re buying meat or dairy, get it chilled quickly and freeze it if you’re not using it right away.

What is the best day for supermarket reductions?

Weekdays can be calmer, which makes it easier to browse. Sundays can be great too because reductions often happen earlier due to shorter opening hours.

Can I ask staff to reduce something for me?

You can always ask politely, but it’s up to the store and the staff member. Many supermarkets follow set routines, and staff may not be allowed to reduce items outside that schedule.

Why are reduction times different in my local store?

Reduction times can vary depending on delivery schedules, staffing, store size and how quickly stock sells. That’s why it’s worth checking your local branch a few times to learn its pattern.

What should I do if I miss the final reduction?

If you miss the final reduction, try the earlier afternoon reductions instead. You’ll often still get a solid discount, and there’s usually more choice than late in the evening.