We all love a bargain, especially at this time of year!
A visit to the supermarket usually means that your wallet can take a battering but if you shop cleverly then you can save yourself quite a bit of money.
Savings guru Martin Lewis has now revealed the best time to visit your local supermarket if you want to be confronted by goodies with the fabled yellow and red 'reduced' sticker.
On his website moneysavingexpert he says that many staff have the authority to reduce prices at their discretion – particularly goods that are damaged/nearing their sell-by dates.
He says if you're friendly, staff are more likely to help than when you're rude.
Reduction times vary not just by supermarket but by store (and it's particularly dependent on opening times).
As a rough guide, the first yellow stickers tend to appear mid-morning, and silly-price reductions begin early evening, when stores cut prices by 75% and more.
The very end of the day isn't necessary the best time to go bargain hunting.
Here's his guide...
Final reductions often start around 7pm – and most bargains have been snapped up by 9pm.
M&S shoppers have revealed how they've seen final reductions at 6.30pm in stores which close at 7pm, and at 8pm in stores closing at 9pm. One person revealed that M&S often marks down items reaching their sell-by date 'just after lunch'.
Tesco also insists there's no hard and fast rule on discounts, according to Moneysavingexpert. Previous reports from shop-floor staff suggest reductions start as early as 8am and big discounts materialise early evening – but much will depend on individual stores' opening times.
The official line from Siansbury's is also that the timing of yellow-sticker discounts is 'completely store dependent'. It's worth starting scanning for yellow stickers around lunchtime.
Shoppers said reductions tend to start late morning or lunchtime. Morrisons told Moneysavingexpert there's no set policy though and it's up to individual store managers to decide when and how to reduce items.
A version of this article has appeared on DevonLive .