Discount sticker

[13] In 2013, journalist Candida Crewe explained in The Times that she was able to live the "high life", despite having little money, by using a variety of money-saving techniques that included being "addicted to those cheerful yellow 'reduced' stickers at the end of a supermarket's day", loyalty cards, and wearing only black.

The authors noted the unpredictable nature of the practice with success being celebrated and described in ways that contrasted with the more mundane weekly shop.

[15] In May 2023, it was reported that according to research by Barclays Bank, 38 per cent of British shoppers were buying yellow-stickered items to make their money go further during the cost-of-living crisis.

[3][4] It was reported that the items were so in demand that Tesco staff had been forced to surround them with barriers while applying the stickers to prevent disorder as buyers grabbed the reductions.

[20] In December 2023, The Daily Telegraph reported that the use of yellow stickers might end as British supermarkets introduced dynamic pricing models that automatically reduced the cost of goods as they reached their expiration date.

[22] The company rolled backed this pricing strategy after sales declined due to lack of discount stickers and other consumer signals of "getting good deals".