“I saved £86 by buying groceries with yellow stickers from Asda, Sainsbury’s and Tesco.”

Journalist Emma Gill started shopping for discount groceries after buying a chicken for just 43p so decided to see how far she could take it and soon she was saving £86

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Shopper shows holiday transport with yellow sticker

With the cost of living crisis sweeping the nation, people will be looking to save money wherever they can, and the weekly grocery store is a great place to start.

Every supermarket has 2-for-1 offers or members-only offers, but the real savings are in the discount or “yellow sticker” sections.

Now Manchester Evening News journalist Emma Gill has rolled up her sleeves and set out to see how much she could save on her groceries.

She went to Morrisons, Asda, Tesco and Sainsbury’s – and managed to save a whopping £86.38 – while snagging some absolute bargains.

Emma Gill saved big money by buying groceries with yellow stickers


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Emma said: “I’m certainly not a food snob but for some reason I’ve never ventured into the yellow sticker areas of supermarkets.

“In the past, when I’ve glanced at the reduced shelves, I’ve been put off by white meat and packs of wilted vegetables. Also, there are usually too many people floating around and even before the pandemic, I didn’t really intend to be shoulder to shoulder fighting over a cheap pack of ground beef.

“But with the cost of living rising, we’re all trying to save where we can, so I decided to just give it a shot. My mission was to visit the big four supermarkets – Morrisons, Asda, Tesco and Sainsbury’s – what bargains could I get.”

A whole chicken for 43p is a steal


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Emma said: “I started out at Morrisons and oh my word I hit the yellow sticker jackpot.

“They say timing is key with these things and when I arrived a seller was busy reducing a whole load of already discounted items. We talked about double discounts.

“What did that mean for my grocery bill? Well, it meant a whole chicken was reduced from £4.25 to 43p, a posh cottage pie was reduced from £6 to 60p and sausages were reduced to 15p a pack – all from the same day but all freezable .

In total Original price was £54.74 / now £12.99

Save on computer £41.75

There weren’t that many bargains to be had at Asda


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Emma added: “Next was Asda but unfortunately the deals have been underwhelming compared to my Morrisons’ stocks. I’ve snagged a few bargains, like the chicken and bacon puff pastry lattice, which is down from £3.38 to £2.37, but as you can pick up two for £5.50 anyways, it wasn’t a huge saving.

“Same goes for the other items including samosas which have been reduced from £1.15 to 90p and steaks which have been reduced from £5.75 to £4.71.

“After hearing that staff would be reducing items from 2pm I stayed around, as did a few others who were clearly more used to being under launch orders for the price cannon than I was.

“Twenty minutes later, still slinking around expectantly, I decided enough was enough. I’m all for saving money, but nobody has time for that.”

In total Original price was £14.24 / now £10.80

Save on computer £3.44

A reduced turkey might come in handy at Christmas


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Emma continued: “At Sainsbury’s and having initially found a rather sad looking department with just a few yellow sticker items, I soon discovered that the bargains were scattered – in the places you would normally find the products.

“For example, my discounted pack of 10 Happy Eggs was available with the remaining eggs, from £2.85 to £1.89, and the Stone Baked BBQ Chicken Pizza was available with all the other pizzas, reduced from £3.25 to 1 £.99.

“While it’s a bit harder to collect a yellow sticker at once, you can at least pick up bargains as you roam around, and in many ways you’re not just picking stuff up for the sake of it.

Speaking of which, I didn’t really need a 2.5kg turkey crown – not on my 43p Morrisons chicken – but for £7.71 reduced from a whopping £25.67, who could resist. Not me and not the elderly lady next to me either.”

In total Original price was £37.02 / now £15.07

Save on computer £21.95

A Sonic cake has been reduced in Tesco


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Emma added: “My last stop was Tesco where I was quite impressed with their range of discounted goodies which again I found scattered rather than in a dedicated section.

“My store had items including Warburtons sliced ​​wholemeal rolls and a Roberts medium white bread, both reduced from £1.20 to 36p, raspberries from £2 to 60p and some juicy looking pears from £2.10 to 63p.

“This is also where I found my second biggest bargain of the day – a Sonic the Hedgehog birthday cake, reduced from £12 to £3.60. Was it someone’s birthday?

“No. do we like cake? Yes. will he be eaten Rightly so later.

“It appears that freezing is the key to a successful yellow sticker business. After all, it doesn’t matter how much you save if it ends up being thrown away. Now I just need to make room for this turkey crown. Christmas dinner everyone?”

In total Original price was £27.50 / now £8.26

Save on computer £19.24

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