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Tesco, Morrisons and Asda shoppers are being urged to consider delaying visiting supermarkets until after 4pm. It comes as the best time to find supermarket and grocery reductions emerges.

Personal finance experts reckon Tesco has its first reductions at around 7pm, although some branches start discounting as early as 5pm. Asda , meanwhile, has discounts and yellow stickers on shelves from around 8pm.

But at Morrisons , there are two waves - with the first being around 4pm. Co-op tends to get serious from 6pm onwards, retail experts and savvy saving experts have also said, in an alert for UK households across the country.

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One mum told the Sun: "I’d always avoided the discounted aisle at my

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