Supermarkets are brilliant at making us spend, yet with a few focused techniques you can save £1,000s a year.
We've put together 30 ways to max discounts, including how to compare online, boost gains from price check policies, time trips to bag the best yellow sticker reductions and more.
In this guide
a supermarket's job is to make us spend
Supermarkets are cathedrals of consumerism. They're perfectly honed marketing environments, benefiting from millions of pounds of research into how to encourage and seduce us into buying and spending more than we need. This means as consumers, we must learn counter-moves.
If you want to teach an eight-year-old about money, the best place to start is a supermarket. Ask them what they can smell. It'll usually be bread or a bakery, as the scent makes us hungry and likely to buy more food, so the supermarket profits.
Supermarkets' other tactics include the following:
- Sweets and magazines placed by the till
These are impulse buys, so putting them near the till gives stores one last attempt to grab our cash.
- Store layouts make us walk the whole distance
Regularly bought items tend to be spread around the store, so we need to pass many other tempting goodies to complete our shopping.
- Eye level products are the profitable ones
The most profitable stock is placed at eye level (or children’s eye level if it's targeted at them), yet profitable goods tend not to be the best deals. The age-old adage "look high and low for something" really does apply.
- Sales-type signage for non-sales items
Seedless grapes and other attractive treats are usually near the store entrance, often below cost price, to entice us in. Similar signs and displays are used elsewhere to promote deals, even when they're not on sale.
Bright colours and the words "discount" and "sale" make us feel good, yet the reduction may be pennies and cheaper equivalents hidden elsewhere.
steer your own trolley
For those on a strict budget, it's important to get in the right mindset. Don't ask "What's the cheapest way to get all the goodies I want?". Instead ask “On my £XYZ budget, what can I afford?”
Of course, a budget is part of a wider strategy and how much to prioritise food shopping depends on your other expenditure. Use our free Budget Planner tool to help.
Take the downshift challenge
Don't believe the brand hypnosis. Whether it's bacon, biscuits, baked beans or bolognese sauce, if something costs more it's got to be better, right? Wrong.
Shops' phrasing and promotional language hypnotises us into thinking most costly is best. While the packaging looks more opulent, look beneath to the actual product you're getting and sometimes you won't be able to tell the difference.
Supermarkets separate their products into different categories, using loaded language to give you the choice of how 'luxury' or 'basic' you want to be.
As you move up the brand level costs increase, as do presentation and sometimes ingredients. Often a manufacturers' brand and own brand may well be made in the same factory by the same people (though it's tough to prove with specific products).
Words like 'finest' or 'extra special' imply it's a treat.
Products like McVitie's Jaffa Cakes or Kellogg's cereal.
These tend to be presented in a similar way to manufacturers' brands, but with the supermarket's own take on it.
With names like 'basic' or 'savers', the presentation is deliberately stark to imply it's cut back to the bones.
Take the downshift challenge
To fight back and save big, by try the Downshift Challenge. The theory is simple:
Try dropping one brand level on everything. Then see if you can tell the difference. If not, stick with the cheaper one.
The next time you shop, swap one of everything to something just one brand level lower. So if you usually buy four cartons of Tesco's own-brand orange juice, this time buy three of those and one Tesco Everyday Value. If you use luxury aloe vera shower cream, drop to Asda's own brand.
The point of this system isn't to force you to drop down a brand level on everything, but to ensure you're not spending money for no reason. If you can't tell the difference between the lower brand level goods, then why pay more for it.
It's far better to taste with your mouth than your eyes, so try giving family members a blind taste test with no packaging to ensure it's fair. Of course, let's not go extreme on this. If there's a 2for1 on a higher brand (and you'd use both packs) making it cheaper than downshifting, stick with the higher brand.
Try the Downshift Challenge Tool
To inspire you, try our fun Downshift Challenge Tool. Tell it where you shop, how much you spend and the proportion of each brand you buy (premium, manufacturers', own brand or basic) and it'll crunch the numbers.
Many can save £1,000s. Drop a brand level on everything you buy and you'll usually cut the bill by 30%. For a family's £100 shop that's £1,750 a year. Even if you only drop half the brands because you can tell the difference on others - that's still a saving of £875 a year.
It's worth noting the biggest downshift savings aren't from premium brands to manufacturer brands, but for those already lower down the brand chain to begin with.
Watch the downshift challenge video
Watch The Video Guide
Courtesy of Channel 5. Originally from It Pays To Watch! May 2008
get trade-down product suggestions
Supermarket comparison site MySupermarket* includes a 'trade down' option based on the Downshift Challenge theory. So when you enter your shopping trolley, as well as comparing the price of all your items across online supermarkets, it gives you the downshifted option too.
This is a quick system and a great way to see the scale of the savings, even if you don't shop online.
Downshift cleaning products & toiletries too
Rather strangely, reports show people are more likely to stick with branded washing powders, shower gels and other cleaning products than food. Yet these products don't even need tasting and the saving is huge. So try downshifting these too.
Then again, Old Style MoneySavers wouldn't forgive us if we didn't say you can clean the whole house with white vinegar and lemon juice (read more on Old Style Cleaning and full info in the charity Thrifty Ways book).
Find the tastiest own brands
Everything from shortbread to Chardonnay is covered by The Supermarket Own Brand Guide, which reviews supermarket's own brands. It pits them against their brand name rivals and gives a mark out of 10.
Reviews are written by food critic Martin Isark. He’s gradually tasting his way through the big supermarkets and has reviewed more than 10,000 products from Aldi, Asda, the Co-operative, Lidl, Marks & Spencer, Sainsbury's, Tesco, Morrisons and Waitrose.
He says own brands can smack the bottoms of posh ranges, even when it comes to taste. You definitely don’t always get what you pay for.
HUnt for disguised OWN BRANDS
After the Downshift Challenge, many people will be tempted to ask, “is there actually any difference between normal brands and own-brands?” Often they’re made in the same factories.
To help break through this, there's a discussion in the forum, which asks any current or past factory workers to dish the dirt on whether there's really any difference. Of course there’s no guarantee it’s true, but it makes fun reading.Read the 'disguised own brand' hunt
For an ITV1 programme, Martin got a scientist to examine some own brands and compare them to the main brands. Surprisingly, almost none were nutritionally identical. The conclusion was small differences were deliberately added so no one can say “they’re the same”. Even so, they’re often very similar in taste, so it doesn’t matter too much.
Never shop when hungry
You’re more likely to buy things you don’t need in a bid to satisfy your hunger pangs.
Plus beware pick-up shops. Pop into your local shop on your way home to buy a pint of milk as a catch-up midweek – don’t pick up a basket. Do that, and you’ll generally fill it. If you want a pint of milk, buy a pint of milk then leave.
Compare the cost of your trolley
Compares the cost of your shopping trolley at the major online supermarkets with MySupermarket*.
It looks at the the five biggies: Tesco, Asda, Waitrose, Ocado and Sainsbury’s. For toiletries, it checks Superdrug and Boots. The prices are often reflected in-store, so even if you're going in person, it’s worth doing a check to see which is cheapest for you.
As you enter your data, MySupermarket also suggests alternative options that may be cheaper. For example, if you’re buying two six-packs of cola and a 12-pack is cheaper, it lets you know.
Got a top tip that we haven't listed? Feed back in the
30 Ways To Cut Supermarket Costs discussion.
Max your coupons
Coupons and deals are integral to supermarkets' strategies. The promotions follow what we call a 'capture and exploit' system.
- CAPTURE. The aim's to attract customers who wouldn't come otherwise. These are generally discount vouchers or codes or a small range of heavily discounted items.
- EXPLOIT. This is about targeting existing customers, with the dual aim of making them feel they're getting better value to promote customer stickiness and trying to target impulse spending through promotions on attractive luxury items.
Hundreds of free coupons are available instantly on the web. Look for coupons on already-discounted products, as they'll work out uber-cheap.
Serious 'extreme couponers' draw up a coupon battle plan before hitting the store, and systematically file coupons in a concertina folder, splitting into sections such as meat or veggies. Check out Free Grocery Coupons for an updated list of top ones.
Don't get 'ad by special offers
In February 2012, Which? investigated the price of 700,000 items on sale at the five big supermarkets and found some special offers were more expensive than products not on sale.
Supermarkets' tactics included upping the price per item when products went into a multibuy offer and exaggerating original prices to make special offers seem cheaper.
For a collection of nonsensical offers from supermarkets, see our When Promos Go Wrong guide. Users sent us their best spots, eg, "Air freshener 75p each or 2 for £5!", and in best Tony Hart fashion we compiled a gallery.
'is it really a bargain?' tracker
Most of us know just because a supermarket lists an item as "on offer", doesn't mean it's cheap. The trouble has been sorting awesome offers from pants promos.
To help, supermarket comparison site MySupermarket* now charts products' price histories to show if a supermarket's 'was' price is realistic.
How to do it
Simply sign up to Mysupermarket for free, then search for an item. On its page, scroll down and you'll see a chart of the big five supermarkets' average prices for that product over the last year.
Results can be fascinating. When we searched ...
- Hot! Haagen Dazs cookie dough icecream (500g) was £2.22 at Waitrose - 47% below its average price of £4.19 over the year at the five big supermarkets.
- Not! Sea Salt Kettle Chips were on two for £3.50 at Tesco (£1.75 each). This 'offer' was 17% more expensive than its average price of £1.50 a bag.
Set up a price alert
You can get price alerts on your favourite groceries – ideal for stocking up on favourite items that don't go off. Search for a product, click 'add price alert' and MySupermarkert fires off an email as soon as the price drops in one or more stores.
Try the browser plug-in
There's also the nifty free MySupermarket plug-in for the IE9, Chrome, Firefox and Safari web browsers, which charts average prices while you visit the supermarkets.
Once you've downloaded a plug-in, go to an item's page at Sainsbury's, Tesco, Asda, Waitrose or Ocado. Click the icon on your browser and the price chart should appear.
Grab Online supermarket VOUCHERs
Online supermarkets commonly put out introductory discount vouchers to 'capture' new customers, eg, £15 off a £50 spend at Waitrose.
For a detailed list of free codes and vouchers, see the Shopping Vouchers deals list. All hot new vouchers go in our free weekly email.
Ask for a raincheck voucher
If a special offer item is out of stock, some supermarkets will give you a voucher entitling you to the same deal at a later date.
- Tesco Special Promise vouchers. Some Tescos give Special Promises, also known as raincheck vouchers, when special offer products are out of stock.
This policy goes way back and many old shop assistants still give them out, yet newer staff haven't heard of them. Try your luck and explain at the customer services desk that you want a voucher to take advantage of the deal at a later date. You cannot get them on reductions that are due to competitor price matching.
- Asda Smiley vouchers. Asda staff are allowed to give out Smiley vouchers for up to £1, when a customer's had a problem or something isn’t quite right. One of these reasons is that a special offer product's out of stock. Vouchers are at shop assistants' discretion, so don't be demanding. A friendly smile goes a long way.
- Sainsbury's Special Coupons. If a special offer's run out, Sainsbury's shop assistants dish out Special Coupons, allowing you to buy the same product from a different brand, at the special offer price.
Again, it's at the shop assistant's discretion and some haven't heard of them, but MoneySavers report that politely explaining about the coupons can help. Coupons must be used on the same day as you get them.
Consider less choice, lower price supermarkets
When shopping in-store, consider Lidl and Aldi too if you haven’t before. These can often prove cheaper than the other big supermarkets – many shoppers go once a month to buy all their staples, then use the big four for the rest of their goods.
Get Further money back with cashback
Once you've found the cheapest groceries, you may be able to get paid cashback on top. A number of sites get paid by online stores for sending traffic then give you a cut - full information and warnings in Top Cashback Sites.
Another option is MySupermarket*, which has also started giving cashback. It works slightly differently to cashback sites, which usually offer a set percentage of cashback, such as 5% on everything you buy at Debenhams.
Mysupermarket usually gives set amount of cashback on selected products, eg, £1 back on Goodfella's pizzas or 50p on Walkers crisps. These items are clearly marked.
To start earning cashback, visit the My Account page and enter your PayPal account details. The cashback should arrive in your Paypal account two months after the transaction.
Whether using cashback sites or MySupermarket, always find the cheapest groceries first and aim for cashback on them - don't let the cashback tail wag the dog.
KNOW WHEN TO BOGOF
Bogof! No, not you! BOGOF stands for ‘buy one, get one free’. Often there to 'exploit' our impulses, these can be a menace or angel.
The time to grab 'em is when the BOGOF (or three-for-two or half-price deal) is on something that won't go off that you'd buy anyway. Classic examples include toothpaste, bog roll and batteries.
To locate cracking current offers, check the forum's Food and Grocery Shopping board. All top supermarket offers and loopholes also go in the free weekly email.
loyalty schemes don't give something for nothing
Supermarkets use sneaky tactics to keep us in their store so we don’t take advantage of competitive markets.
Don't think supermarket loyalty schemes, such as Tesco Clubcard and Nectar, give you something for nothing. Loyalty points schemes are incorporated into pricing policies. So the golden rule is: choose where to shop on price, not because you get points, but always get points when you're spending there anyway.
reclaim OLD Clubcard vouchers
Flash your Clubcard at Tesco and you bag two points per pound spent. Then every three months you’re sent the points as vouchers - 500 points equals a fiver to spend in-store.
Many lose or forget to use ‘em. But there’s an easy way to claw back the last two years' of unused vouchers (some report successes from even further back).
Log onto Tesco's site and tucked away is a ‘Your Vouchers’ area showing your voucher history, including those that haven’t been redeemed.
Also note that a 500-point voucher is worth a fiver in Tesco, but you can trade it for up to three or four times that (ie, £15 or £20) via Tesco Clubcard Rewards brochure. Rewards include days out, restaurant vouchers, RAC membership and more. For full info and how to reclaim vouchers, see Top Tesco Rewards.
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Get 10% off selected brands at Ocado
Regular shoppers at online supermarket Ocado may want to consider its Total Savings Pass, which gives 10% off 600 branded products, including Fairy Liquid, Olay cream and Kellogg’s Crunchy Nut. The catch is it costs £9 a year, and it only covers 630 branded items out of 15,000.
It’s a clever system. Ocado hopes that by paying for a pass customers will stay loyal and spend more. (Ocado flogs Waitrose products, as well as other brands, but is a separate operation to Waitrose’s delivery service.)
Savings Pass holders who buy goods on special offer, eg, buy one, get one free, just get the bigger of the two discounts. But if you’ve got a discount code, such as £10 off, you get both. Here's how to work out if you'll save
Only do this if it reflects your current buying habits
Don't switch supermarkets to take advantage of this deal. The average family can save 15% a year by downshifting, without noticing the difference, so try that first. Plus statistics from MySupermarket show on average Asda is 13.1% cheaper than Ocado for branded groceries, beating the 10% saving.
Yet if you usually buy brands at Ocado, you could be on to a winner. For example, if you spent £50 a month on the selected groceries, you’d save £51 a year.
Dig out past grocery bills
Check old bills to see how much you normally spend on the 630 items listed. To see the savings pass and 600 items, log on to your account and click Saving Pass in the top pink bar.
While 630 products sounds a lot, by no means all branded goods are included - Ocado stocks thousands. You need to spend more than £100 a year on the groceries listed to save.
As well as the Total Savings Pass, other passes give 10% off small groups of products, eg, breakfast and homecare. These are cheaper at £2-£6, though you’re probably better off grabbing the Total Pass unless you only ever buy brands in one category.
Cancel if you don't use it
Be careful as Ocado automatically takes £9 every year by direct debit unless you cancel. And don’t feel obliged to shop at Ocado just because you have a pass.
exploit price match policies
Three big supermarkets promise to refund the difference where a basket of groceries is cheaper at rivals.
Tesco's Price Promise
Tesco pays the difference if you buy groceries, and Asda, Sainsbury's or Morrisons sell the same for less. It used to offer double the difference, but now it just matches the price.
If any supermarket was cheaper for the basket as a whole, it automatically gives you a Tesco shopping voucher.
To qualify, you’ll need to buy at least 10 different items, and the maximum you can get is £10. Vouchers must be used within 28 days and you can use them online and in-store. It works in Metros, Superstores, Extras (not Express & Homeplus). See Tesco Price Promise news story.
Asda's price guarantee
Asda promises to refund the difference where a basket of groceries is cheaper at rivals. After you've shopped in-store or online, enter your receipt on its Price Guarantee site.
If Asda's not at least 10% cheaper than than Tesco, Sainsbury’s, Morrisons and Waitrose, it gives a shopping voucher for the difference. You need to buy at least eight items to qualify. Just present your voucher and original receipt at the checkout or redeem your voucher online when you pay for another shop.
It's always worth tapping in your receipt details. Often the vouchers are for a few quid, but some MoneySavers have had payouts of up to £30. See full terms.
Sainsbury's Brand Match
Sainsbury's has also jumped on the price match bandwagon. Spend £20 or more, with at least one branded product in your basket, and gives back the difference if you could have got the basket cheaper at Asda or Tesco.
There's no need to enter your receipt details on its site. Sainsbury's says it will work out how much you're due and give you a voucher at the till when you pay for your shop. See full terms.
Time trips to bag bigger reductions
If you spot a yellow sticker discount – fantastic. Grab it and use it quickly as it’s a saving on perfectly good nosh. To build the info on this, we asked MoneySavers who work in supermarkets to spill the beans on their stores' reduction policies.
Reduction times varied by store/opening time, yet some definite patterns emerged. The first yellow stickers appear around 10am, and the silly-price reductions begin at 7pm, when stores cut prices by 75% and upwards.
|Amount you may be able to save|
|Up to 25% off||Up to 50% off||Up to 75% and up|
|Source: The Great 'Supermarket staff, tell us your reduction policies’ Hunt|
Most shop floor staff have the authority to reduce prices at their discretion, so keep your eye out for goods that are damaged/nearing their sell-by dates. Their overwhelming cry was: "We will reduce prices for friendly customers, but if you’re rude and demand a reduction – forget it."
don't be a waster
Do you know the difference between a ‘best before’ and ‘display until’ date? If not, the likelihood is you're throwing away a lot of food unnecessarily.
’Use-by’ dates mean chuck food away after this date, as otherwise it’s a health risk. ‘Best before’ dates mean food is usually still OK to eat after this date, so don’t waste money by throwing perfectly edible produce away.
- The use-by date: Bin it!
Use-by means just that. Eating nosh beyond that date is risky, even if it looks and smells fine. Typical foods include diary, milk, fish and eggs.
- The best before date: Still edible after the date
Best before labels usually have nothing to do with safety, they're just the manufacturer's view of when they're at optimum quality. This is usually longer lasting foods such as frozen meals, tins, sugar, pasta and cereals.
You can eat after the best before. Use taste and sight - the only downside's the food may lose some flavour and texture.
- Display-until and sell-by: Instructions for shops' staff, not for you
These dates are instructions for shop staff to tell them when they should take a product off the shelves. Check the ‘use by’ and ‘best before’ dates instead.
Get a FREE fridge memo print out
Try our Free Food Saving Memo to print out and stick on your fridge.
As above, the key is that while eating beyond use-bys is a health risk, there's no explicit safety risk just from eating food beyond best befores (except for eggs).
Buy beyond best befores at big discounts
Not only is it usually safe to eat food beyond best befores, it's legal to sell them.
There are local specialists and even an online store, Approved Food, which specialises in out-of-date stock. Typical goods include 20p brandy butter, eight Sharwoods poppadoms for 25p and Hellmann's 235ml Thousand Island dressing for 29p.
There's a £5.25 delivery charge, so it's worth bulk-buying. As there aren't any finite rules on how far beyond a best before date it's still safe to eat products, you need to make the decision yourself. Generally though, the longer the original shelf life of the goods before the best before date, the longer you can go beyond.
Use a 2D linear tracking device
Supermarkets are great at targeting our impulses, so nowt’s more powerful than a good old-fashioned shopping list - hopefully by giving it a pretentious name, it'll feels more important.
The reason's obvious. By planning what you need before heading out, it's easier to cut out anything that goes over budget and stick to it. Buy only what you planned, with a little flexibility for promotions.
WRITE A MEAL PLAN
The best way to make your shopping list super-effective is by writing a meal plan for the week/month. That way you can work out what you’re going to eat every day, incorporating the ingredients you already have.
To help, there's an amazing resource where thrifty MoneySaving Old-Stylers have put together menu planners of various thrift levels to copy and download.Full index of free MoneySaving menu planners
Nifty tools to use up larder leftovers
To stop wasting food that you don’t know what to do with, use sites such as Supercook, which suggests recipes for the items left over in your fridge or cupboard.
Tell the Supercook or BigOven tools what items are in your fridge or cupboard and they'll suggest a recipe for them from 1,000s. Alternatively, just go to this site's Old Style Recipe Index and scroll down to the relevant ingredient.
Get a trolley boost every Xmas
Many supermarkets extol you to save for up to 6% bonuses in their savings-stamps schemes. It's important to understand these DO NOT have the same protection as savings in a bank (see the Safe Savings guide).
In fact, this is exactly what happened with the Farepak debacle back in 2006. It's the reason we've always cautioned against savings clubs.
Yet they're often paid solely due to what you’ve got on a set date, so it's possible to bag a year's interest in a day. Our full Supermarket Xmas Boost rundown is updated every November with the top schemes.