As the UK gears up for its most indulgent week of the year, the festive season brings a mix of excitement—and pressure. From last-minute nativity costumes to finding the perfect turkey and stocking up for New Year’s Eve, December quickly becomes one of the most stressful and expensive months for households across the country.
To help shoppers protect something that’s in short supply this time of year—time—Zoe Morris, savings expert at VoucherCodes.co.uk, has revealed the best times to score supermarket Yellow Sticker deals throughout December.
Why Yellow Sticker Shopping Peaks at Christmas
With supermarkets shortening their opening hours on Christmas Eve and New Year’s Eve, stores are eager to clear out perishables, festive foods, and seasonal stock. This means huge markdowns—sometimes up to 75%—on items that need to go before doors close.
Zoe explains that timing is everything. Regular bargain-hunters may browse for stickers whenever they shop, but the real magic happens at very specific times of day—and those golden hours vary by supermarket.
Best Yellow Sticker Times at UK Supermarkets (Christmas & New Year 2025)
Below is your expert-backed breakdown for Lidl, Aldi, Asda, M&S, Tesco, Morrisons, and Sainsbury’s—just in time to fill your fridge without emptying your wallet.
Lidl
Christmas Eve:
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Markdown waves at 8am and 5pm (before stores close at 6pm).
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Best time: Around 5pm.
New Year’s Eve:
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Stores close at 6pm.
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Discounts increase during the afternoon, with the best reductions between 4pm–5pm.
Zoe’s tip: Lidl staff often apply extra reductions in the final hour before closing.
Aldi
Christmas Eve:
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Red sticker reductions at 8am and later in the day.
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Best time: Around 5pm, just before closing at 6pm.
New Year’s Eve:
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Stores close at 6pm.
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Best time: 5pm for deep last-minute discounts.
Zoe’s tip: Aldi spreads red-sticker items across all aisles—look everywhere, from meat to packaged snacks.
Asda
Christmas Eve:
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Reduction cycles: morning, midday, and the biggest markdown at 7pm.
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Best time: Around 6pm for major price drops on fruit, veg, and fresh goods.
New Year’s Eve:
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Open on both NYE and New Year’s Day, so discounts are lighter but still worth checking for seasonal deals.
M&S
Christmas Eve:
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Reductions begin one hour before closing.
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Best time: 3pm (stores close at 4pm).
New Year’s Eve:
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Stores close at 7pm and reopen on 2 January.
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Best time: 6pm for big reductions, especially on luxury party food.
Zoe’s tip: Mega-discounts often appear in the last 30 minutes before closing—perfect for risk-takers.
Tesco
Christmas Eve:
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Yellow sticker waves: 10am, 2pm, 7pm.
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Best time: 1 hour before closing (usually 6pm or 7pm depending on your store).
New Year’s Eve:
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Stores close at 7pm.
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Best time: 6pm for reliable savings on seasonal stock.
Morrisons
Christmas Eve:
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First markdowns at opening, with major reductions in late afternoon.
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Best time: Around 4pm (stores close at 5pm).
New Year’s Eve:
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Open until 7pm on the 31st and reopen at 8am on New Year’s Day.
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Best time: 6pm for last-minute finds.
Sainsbury’s
Christmas Eve:
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Yellow stickers appear at 2pm and 6pm.
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Best time: 6pm, ahead of the 7pm closing time.
New Year’s Eve:
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Stores close at 7pm (some convenience branches stay open until 9pm).
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Best time: 6pm for the biggest reductions.
Zoe’s Extra Festive Money-Saving Tips
Stock up & freeze
Many yellow-stickered items—meats, bread, hard cheese, desserts—freeze beautifully. Buy now, enjoy well into 2026.
Use discounts creatively
Let reduced ingredients inspire fun, seasonal meals that push you beyond your usual holiday shopping list.
Ask for more reductions
Staff can sometimes confirm whether further markdowns are coming. It never hurts to ask.
Lose the stigma
Buying reduced doesn’t mean buying worse—often it means buying better, for less.
Target seasonal specials
Turkeys, party platters, and festive desserts get their heaviest reductions on Christmas Eve and New Year’s Eve.
Shop online too
VoucherCodes lists hundreds of food and drink offers—check their latest deals here: VoucherCodes Food & Drink Offers
Plan the Ultimate December Shop
Whether you’re filling your freezer, preparing for family gatherings, or stocking the cupboards for 2026, these supermarket timings will help you save money, reduce food waste, and enjoy a smoother, stress-free festive season.
For more expert timing hacks and exclusive discounts, visit: VoucherCodes.co.uk
