Supermarket prices are continuing to rise, making the cost of the weekly shop one of the biggest strains on already squeezed budgets. So it is no wonder British shoppers have started to look for cheaper ways to feed themselves and their families.

Yellow sticker shopping is one way people are doing this – focusing on the discounted, yellow-stickered short-shelf-life items that supermarkets mark down and that some customers wouldn’t buy. But with every shop placing discounted food on the shelves at different times, it can be hard to know when to get the best deals.

Online communities have cropped up to swap tips on social media. Adam Clarkson, 30, goes by ‘ yellowstickerguy ’ on TikTok and uses his platform to share some of the best deals his followers have been able to find.

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