Shoppers looking to snag yellow sticker bargains this Christmas and New Year can plan their visits strategically, as supermarkets have revealed their discount timings. Zoe Morris, savings expert at VoucherCodes.co.uk, shared the optimal times to find reduced items across major UK stores.
Lidl applies markdowns in two waves on Christmas Eve: at 8am when stores open, and again before closing at 6pm. Staff often add extra reductions between 4pm and 5pm. Aldi uses red stickers and discounts items by up to 75% on their final sale day. With Aldi closed on New Year's Day, New Year's Eve is prime time for bargains, with stores closing at 6pm.
Asda follows a three-tier system: morning, midday, and a final round around 7pm. On Christmas Eve, the best deals appear at 6pm, with fresh fruit and veg dropping as low as 10p. Asda remains open on New Year's Eve and New Year's Day, so discounts may be less steep. M&S reduces items about an hour before closing; on Christmas Eve, arrive at 3pm before stores close at 4pm. On New Year's Eve, stores close at 7pm, so 6pm is the prime time.
Tesco rolls out yellow stickers at 10am, 2pm, and 7pm. For the biggest bargains, head there an hour before closing; Christmas Eve closing times vary by store (6pm or 7pm). Morrisons applies first reductions at opening and final markdowns in the evening. On Christmas Eve, best deals appear around 4pm before stores close at 5pm. On New Year's Eve, check at 6pm for last-minute bargains.
Sainsbury's yellow stickers typically appear around 2pm and 6pm. On Christmas Eve, arriving at 6pm gives the best chance for festive treats. On New Year's Eve, stores close at 7pm (some convenience stores until 9pm), so drop by around 6pm to catch the last deals of 2025.
