Overview
- Richard Price of Britsuperstore reports that many chains run two rounds of reductions, starting with modest cuts in the morning followed by larger evening markdowns.
- Final reductions can reach about 90% for near‑expiry goods, most often on meat, dairy, ready meals, bakery items, and fresh produce.
- Morrisons typically goes deepest in early evening around 5pm, while M&S concentrates its biggest cuts closer to closing time.
- Aldi, Asda and Lidl discount twice daily, with Lidl offering steep pre‑closing reductions and Asda known for ultra‑low morning prices on produce, sometimes down to 10p.
- Tesco spreads reductions throughout the day and Sainsbury's timing varies by store, with some lower prices linked to Nectar loyalty offers.