Amid the ongoing cost of living crisis, consumers can find various strategies to reduce their grocery expenses, from shopping for discounted items in supermarkets to utilizing apps that offer free food. Retail employees are sharing their expertise on how to save money while shopping at grocery stores, local markets, and charity shops.
Alasdair Baker, a resident of Aldershot, established The Penny Pincher, a website designed to assist individuals in managing their expenses, after experiencing bankruptcy 12 years ago, which led him to the practice of purchasing discounted, near-expiry items. His perspective further evolved during the COVID-19 pandemic when he was furloughed from his job at a bathroom supply company and subsequently took a position at Morrisons. This experience provided him with valuable insights into food distribution, waste, and poverty: “It was a significant revelation; I observed firsthand the realities I had previously only discussed on my website,” he noted.
Part of Baker’s responsibilities involved monitoring product expiration dates and applying yellow discount stickers to items nearing their sell-by dates. He explained that most supermarkets implement a price reduction strategy that often begins with a 10% to 15% discount early in the day, followed by additional reductions of 10% to 20% around lunchtime and final markdowns of up to 75% between 4 PM and 6 PM.
While some discounted items are grouped together for easy access, Baker mentioned that they often remain in their original locations. “Stores typically relocate them when discounts are higher to emphasize their bargain status,” he explained.
Jenny Rogers, who has spent the last four years working at a UK supermarket in Leeds, added that fresh bread typically sees markdowns after 6 PM, with stores like Tesco and Co-op offering half-price bakery goods during the evening hours.
Catherine Erdly, an independent retail consultant based in southeast London, who has two decades of experience with various high street brands, indicated that most retailers conduct several sales throughout the year. She suggested that Tuesdays are optimal for securing the best deals, as retailers often review unsold items on Mondays and implement further reductions that evening.
Additionally, some grocery chains utilize apps like Too Good To Go and Olio to provide discounted or complimentary food items to minimize waste. However, users may receive unexpected selections. “When I packed those bags, I aimed for variety, but sometimes you end up with just a large bag of lettuce,” Baker recounted. However, this unpredictability can encourage creative cooking. Mike Read, a greengrocer at Norwich market for nearly six decades, remarked, “With dining out becoming increasingly expensive, preparing meals at home with fresh ingredients is a far more cost-effective choice.”
Baker clarified that purchasing items marked down on their expiration date doesn’t necessitate immediate consumption. He distinguished between “best before” dates, which relate to food quality, and “use by” dates, which pertain to safety. “Many items can be frozen, or you can cook them right away and freeze the leftovers,” he advised. He shared a recent experience of buying discounted pork, which he cooked and stored for future meals. He also noted that with fruits and vegetables, one can often judge their viability. “I recently prepared potatoes I bought two weeks ago at a discount, and they were perfectly fine,” he stated, while cautioning that dairy products should always be evaluated carefully.
Baker observed that “buy one, get one free” promotions have decreased due to new regulations implemented last year that limit offers on high-fat, high-sugar, or high-salt products. He emphasized the importance of comparing prices, explaining, “A bogof deal might seem beneficial until you realize that you can buy three boxes of the store brand for the same price as one box of a branded item.” He also pointed out that while some lower-priced items may lack quality, making your own sauces can often be more economical.
Baker noted that prominent brands are typically displayed at eye level in supermarkets, a strategic placement that companies pay for to increase visibility. He encouraged shoppers to look lower on the shelves, where less expensive options are often located. “These items are stocked to attract customers, but many are found on the bottom shelf,” he advised.
Rogers remarked on the trend of consumers trading their personal data for savings, stating, “It’s unfortunate that in 2026, we essentially have to provide our information to supermarkets for better prices.” She recommended obtaining the store app if one holds a store loyalty card, as many supermarkets offer personalized deals and occasional free delivery for members. “Be vigilant for member-only prices and exclusive offers, as they are increasingly prevalent,” she advised.
Baker praised loyalty programs and apps that reward customers with points and discounts. “Whenever I shop, I ensure I have the app ready to secure the best deals,” he said, reminding customers to activate any available offers to avoid missing out on potential savings.
