Supermarket shoppers have been urged to check the labels on shelves before making a purchase, particularly when they spot a loyalty discount. The advice comes from a consumer specialist at Which?, who encouraged shoppers to look for a code on the shelf label first.
While many customers might feel tempted to snap up any offers they see, not wanting to miss out, this tactic can lead to overspending if they buy more than they need. However, those worried about missing deals can usually see when the offers are expected to expire by checking the label.
How to Decode Supermarket Offer Labels
Holly Lanyon, a Which? researcher and writer, shared this tip in a TikTok video posted by @Whichuk. The consumer champion wrote: "We asked our Which? Money experts to share their best tips for saving money at the supermarket."
Holly urged shoppers to use codes to find out how long an offer lasts. She said: "So you might think that when you see a great loyalty discount, you've got to snap it up straight away, but that's not always the case. It should actually say on the sticker or on the shelf label, there should be a code that tells you how long the offer is going to run. Different supermarkets have different formats. Look out for that, and you'll get an idea of just how long the discount is running for."
Supermarket-Specific Code Formats
In the video, Which? claimed that Tesco uses a reversed date written in YYMMDD to show the end date, while Waitrose shows a four-digit code that signifies the end date, and Sainsbury's typically shows the start date, with deals usually lasting for around two weeks.
Additional Money-Saving Tips
Elsewhere in the video, Holly's colleagues also shared their favourite tips for shoppers. Ellie Simmonds, a senior Which? researcher and writer, urged shoppers to check the unit pricing label on the shelf before making a purchase. She said: "One thing you should definitely do is check the unit pricing. That's the price per 100ml or 100g in the little text on the bottom of the label. It can really help you save money and compare prices across different products."
In addition, shoppers could save money by browsing different aisles. Reena Sewraz, a Which? senior editor for retail, explained: "I always check out the world food aisle when I'm in store, and so things like spices, rice, lentils, tinned goods stocked in that section are often cheaper than what you can find in the rest of the stores."
