Navigating the supermarket on Christmas Eve is notoriously chaotic, with crowds battling for last-minute essentials. Yet, for the savvy shopper, this day presents a golden opportunity to slash the cost of the festive feast with heavily discounted yellow sticker items.
The Supermarket Yellow Sticker Timetable
Shopping expert Zoe Morris from VoucherCodes.co.uk has provided a crucial guide to when staff typically apply those coveted markdowns at major UK chains on December 24, 2025. Timing your visit right is key to securing the best bargains on products nearing their best-before date.
Store-by-Store Guide for Christmas Eve
Lidl: Reductions usually occur in two waves. The first is at 8am when stores open, with a second wave in the evening before the 6pm closure. For the deepest discounts, aim for 5pm, as extra reductions are often applied between 4pm and 5pm.
Aldi: This chain uses red stickers instead of yellow. Markdowns also start from 8am and repeat later. Shoppers should head there by 5pm before stores close at 6pm. Items can be reduced by up to 75% on their final day, but they are scattered, so keep a sharp eye out.
Asda: Follows a three-tier reduction system: first thing in the morning, again at midday, and a final round around 7pm. For the ultimate deals, a shop at 6pm is advised, with fresh produce sometimes dropping to as low as 10p.
M&S: Keeps it simple with reductions starting about an hour before closing. On Christmas Eve, with stores shutting at 4pm, arrive at 3pm. In the final half-hour, some items may see even further markdowns for a mega bargain.
Tesco: Typically has three reduction waves around 10am, 2pm, and 7pm, but these will likely be an hour earlier on December 24 due to festive hours. For the biggest savings, go an hour before closing, which will be either 6pm or 7pm depending on your local store.
Morrisons: First reductions happen at opening, with a final round in the evening. With branches closing at 5pm on Christmas Eve, the best deals are likely around 4pm. However, finance blogger Fiona Hawkes notes she has seen 90% off stickers as early as 8.30am, highlighting that local store practices can vary.
Sainsbury’s: Yellow stickers tend to appear around 2pm and again at 6pm. With stores closing at 7pm, arriving at 6pm is recommended for last-minute bargains.
Expert Tips for Savvy Festive Shopping
Zoe Morris also shared broader advice for making the most of festive discounts. Stock up and freeze items like meats, bread, hard cheeses, and desserts to extend savings into the New Year. Be prepared to get creative with discounted ingredients for new seasonal meals.
She encourages shoppers to ask staff about potential further reductions and to skip the stigma around bargain hunting, as it allows for smarter spending. Specifically, look out for deep discounts on Christmas-specific items like turkeys, party platters, and festive sweets, especially on Christmas Eve or New Year's Eve.
While you cannot guarantee specific products, a strategically timed Christmas Eve shop can turn a stressful chore into a treasure hunt, significantly cutting the cost of your celebrations.
