There is a parallel pricing system inside every British supermarket, and it runs on time of day rather than shelf position. Learn it and you save 40–60% on meat, fish, bread, and prepared food without ever queuing for a coupon.
When the stickers come out
Broadly:
- First pass: mid-afternoon (1–3pm). 25–30% off. Safe, predictable, not remarkable.
- Second pass: early evening (5–7pm). 50% off. The sweet spot.
- Final pass: the last hour before close. 75%+. Slim pickings but dramatic prices.
Exact times vary by store. Ask a staff member — they will tell you. Supermarket workers are not pretending this isn't a system.
What to buy and what to ignore
Worth it:
- Meat and fish, every time. Freeze the same day and you've reset the clock.
- Sliced bread, if your freezer has room. Toasts straight from frozen.
- Ready meals and cooked proteins for lunches.
Ignore:
- Salad bags and berries. The use-by date is honest. Frozen versions exist for a reason.
- Milk. Too little margin; you pay 50p less and drink it in three days.
- Bakery items with cream or custard. Don't freeze well; don't keep.
The etiquette
- Don't hover. The person marking down stock is not a friend yet. Let them finish the aisle.
- Don't take the sticker off and move it to a more expensive item. This is theft. People have been prosecuted.
- Buy what you'll eat. A freezer full of reduced chicken is only a saving if you cook it.
The second tier: Too Good To Go and Olio
- Too Good To Go sells end-of-day bags from cafés, bakeries, and supermarkets for £3–5. The contents are a mystery. The bakery bags are the most reliable.
- Olio is free — people and shops posting surplus food. You collect; you eat. The listings skew toward the generous rather than the glamorous.
Both apps work best if you're flexible. If you need a specific dinner at a specific time, neither will serve you. If you're willing to cook around what appears, you'll eat better than your budget suggests.