The month following Christmas is often when many people begin to feel the financial strain. Combined with the ongoing cost-of-living crisis, this has led shoppers to be more mindful of their weekly grocery expenses. While many supermarkets, like Sainsbury's and Tesco, offer loyalty schemes that provide points and money off certain items, this often isn't enough. One way shoppers can save money on supermarket items is by looking for yellow sticker discounts.

However, finding yellow sticker discounts often isn't straightforward, especially if you don't go to the supermarket regularly. Richard Price, grocery expert at Britsuperstore, has years of experience studying supermarket trends and is an authoritative voice on finding the best value for money in your weekly shop. He has shared his expert advice with shoppers looking to make the most of discounts throughout the day and plan their shopping trip to maximise savings.

He said: "January can be a tough month financially, especially after the excesses of Christmas and the long wait for the next payday. That's why yellow sticker deals are such a game-changer. Most major supermarkets, including Morrisons, Aldi, and Asda, follow a two-round reduction strategy, with the first wave of discounts typically occurring in the morning, and the second - and often larger - reduction happening in the evening or just before closing.

"These reductions vary from store to store but can range from 10% to 25% in the morning to up to 90% in the evening, especially for perishable items nearing their expiry date.

"The reason supermarkets offer these discounts in two stages is purely strategic: they don't want to take a loss on high-demand items right away, but they also need to clear excess stock before it goes to waste. For example, fresh meat, dairy, ready meals, and bakery products are often discounted by 90% in the evening, which helps prevent food waste while allowing shoppers to score huge savings."

The grocery expert has shared the best times to find yellow sticker deals across the UK's major supermarkets below:

Best time for deals: Early evening (around 5 pm) for up to 90% off, with some items marked down in the morning too.

Items to look for: Ready meals, fresh meats, dairy, pies, and fruit and vegetables are often reduced by 90% or more. The final discounts are typically applied to items that are nearing their use-by dates, such as meats and fresh bread.

Tips:

• Ask staff about reduction times - they're often more than happy to help, as reducing waste is part of their store policy.
• Keep an eye on fruit and vegetables as that's where you'll often find the biggest discounts.
• Bulk buying might seem tempting, but it's best to only buy what you can use or store to avoid food waste.

Best time for deals: Twice a day - once in the morning and again in the evening.

Items to look out for: Bread, meat, fruit and vegetables are usually discounted by up to 75% on their last day of shelf life.

Tips:

• Stock up on non-perishable items such as cereals and tinned food when they are reduced by 30% due to packaging damage.
• Check items carefully for signs of over-ripeness or spoilage, especially in the fresh produce sections.

Best time for deals: Twice a day - once in the morning and again in the evening.

Items to look out for: Fresh produce, such as fruit and vegetables, is often reduced to as low as 10p, especially during morning reductions.

Tips:

• Arrive as early as possible because Asda stores that open at 6am or 7am are great for grabbing fresh produce at a fraction of the price.
• Check the reduced shelf throughout the day, as discounts vary by time.

Best time for deals: Times vary, as discounts depend on stock levels and shelf life.

Items to look out for: The Co-op tends to discount various products, but it's hard to predict the exact timing.

Tips:

• Speak to staff to get a sense of when the discounts usually hit your local store.
• Keep an eye out for the markdown sections for hidden gems.

Best time for deals: First thing in the morning and a few hours before closing.

Items to look out for: Fresh produce, bakery items, and ready meals are often reduced, with discounts of up to 90% available closer to closing time.

Tips:

• Download the Lidl Plus app for regular updates on in-store discounts and promotions.
• Be prepared to act quickly, as items often sell out in a flash, especially at busy times.

Best time for deals: Usually near closing time.

Items to look out for: Dine-in-for-two deals, bakery items, and ready meals are frequent targets for big discounts.

Tips:

• Look out for bundle deals that offer additional savings.
• Join their loyalty programme to get access to further reductions.

Best time for deals: Times vary, but always be alert for those yellow stickers.

Items to look out for: Large cuts of meat, fruit, and ready meals. Sainsbury's also frequently offers discounts of up to 50% for loyalty card holders.

Tips:

• Keep an eye out for weekly offers. Registering for Nectar prices is a great way to access personalised discounts.
• Check meat and bread, as they often get reduced significantly as they approach their sell-by date.

Best time for deals: Discounts on fresh food are generally spread out throughout the day.

Items to look out for: Tesco have dedicated 'reduced in price, just as nice' shelves for ready-to-eat meals, fresh salads, and meats.

Tips:

• Look for the 'markdown section' at Tesco for the best reductions on items close to their use-by dates.
• Check for added promotions, such as discounts on multiple-item purchases.