The ‘secret’ Sainsbury’s aisle where prices are slashed by 90%

Not a promo, not a glitch — a real aisle where yellow stickers do the heavy lifting in a cost-of-living squeeze.

The first time I saw it happen was just after dusk, the store humming softly, trolleys nudging like sleepy bees. A grey trolley of chilled packs rolled out, a staff member with a sticker gun, and a small, polite crowd formed as if by instinct. A steak dropped from £5.50 to 55p, a salad to 10p, bread to coins you could find in a coat pocket; people smiled, then shuffled away. It wasn’t chaos. It felt like a secret shared. It wasn’t even on the map.

The aisle you walk past

It doesn’t look like a bargain bin. It’s a regular shelf, a chilled end, or a lonely bakery rack, often tucked by the fridges or halfway down an aisle you normally ignore. The clue is the yellow: little stickers like tiny flags on packs of meat, ready meals, salads, fruit, even posh desserts that are in-date but in a hurry. This is the aisle where prices can plunge by up to 90%.

On Tuesday, I watched a dad with two kids pick up a £3.80 hummus-and-salad combo for 20p and a pack of chicken thighs marked down to 45p. He paused, did the maths in his head, and nodded like he’d just solved a puzzle. On local Facebook groups and neighbourhood forums, shoppers post similar hauls with giddy pride — yellow-sticker suppers lined up like trophies, receipts showing totals slashed to loose change.

Why does Sainsbury’s do it? There’s a practical rhythm behind the magic. Fresh food needs to sell by its use-by date, so stores reduce in waves to keep it moving. First a small cut while it’s still got hours to run, then deeper markdowns as the evening comes, with the steepest drops close to closing time. Every branch sets its own pace based on footfall and stock, which is why the “secret aisle” feels like a moving target — until you learn the pattern.

How to find it and win

Start with timing. The sweet spots often fall in three windows: late morning for bakery, mid-to-late afternoon for fresh produce, and the last hour for the biggest cuts on chilled meals and meat. Walk the chilled runs, scan end-caps, and look for yellow flares on the shelf. I once set a quiet 7.45pm alarm and walked out with dinner for £1.74.

Go in with a tiny plan. Scan first, decide quickly, and think storage: can you eat it tonight or freeze it? Check “use by” versus “best before” so you don’t overbuy the wrong stuff. Ask a colleague nicely if reductions are due — some will hint at a time even if they can’t promise. Let’s be honest: nobody really does that every day. We’ve all had that moment when the bill makes your shoulders drop at the till.

There’s a simple code that keeps the vibe friendly. Pick up what you’ll actually use, leave something for the next person, and step aside to choose. Your best chance is the final markdown wave in the last hour before closing.

“Timing wins you the price, manners win you the moment.”

• Look for bakery racks near the ovens, and chilled reductions at aisle ends.
• Bring a small cool bag if you’re travelling home, especially for meat and dairy.
• Freeze on the day if it’s use-by; scribble the date on the pack.
• Check seals and packaging before you pop it in your basket.
• If the aisle is busy, wait a beat — staff often add fresh reductions in rounds.

What’s really going on — and why it matters

This aisle isn’t just about cheap dinner. It’s a quiet fix for waste and a way to make a normal week feel less tight. Shoppers talk about yellow-sticker meals the way cyclists talk about tailwinds — not every day, but when it hits, you fly. Freeze it on the day and you’ve just stretched your food budget without stretching your week. There’s also a tiny, local theatre to it: familiar faces, a nod to the staffer with the sticker gun, a couple of recipes traded between strangers. That’s rare in a supermarket. It’s even rarer at 10p a portion.

FAQ :

• Is the “secret aisle” the same in every Sainsbury’s?Not exactly. Most stores have a reduced-to-clear spot, but its location and timing vary with stock and footfall.
• When are prices cut by up to 90%?Often in the final markdown round near closing time, especially on items that must sell by their use-by date.
• Can I freeze yellow-sticker meat and meals?Yes, if they’re still within the use-by date when you freeze them. Defrost in the fridge and follow pack guidance.
• Should I ask staff when reductions happen?It’s fine to ask politely. Many colleagues will hint at typical times, though they can’t guarantee stock or discounts.
• Is it okay to clear the shelf?You could, but it’s better to take what you’ll use. It keeps things fair and stops food from being wasted at home.