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Shoppers across the UK are finally discovering the surprising reason behind one of the supermarket world’s biggest open secrets, the colour of the iconic yellow reduced sticker.
With almost 40% of Brits regularly hunting for yellow sticker bargains and Tesco’s new “Free after 9.30pm” yellow label policy making waves, the humble yellow tag is more popular than ever. But what many didn’t realise is that the colour choice is rooted in psychology, not just branding.
Until now, supermarkets have stayed tight-lipped about why the reduced-price stickers are always bright yellow. But experts at digital marketing firm Add People say the choice is far from random.
“Yellow is the most visible colour to the human eye, especially in a busy supermarket with rows of products and different packaging. That visibility creates instant contrast and grabs attention,” explains Jack Bird of Add People.
“It’s what’s known as an ‘action colour’, it prompts urgency and tells your brain: ‘look here, now.’”
The psychology behind it is simple yet powerful. The brain can process visual cues in just 13 milliseconds, meaning shoppers often make a subconscious decision about grabbing a yellow-stickered item before they even read the price.
The origins of the yellow sticker date back to Sainsbury’s in 1993. Since then, the colour has become standard across major UK supermarket chains, becoming not just a sign of a bargain but a cultural phenomenon.
Online communities dedicated to “yellow sticker hunting” are thriving, TikTok’s Yellow Sticker Guy has racked up over 35,000 followers, while Facebook groups like Yellow Sticker Society and Yellow Sticker Shopping Tips, Tricks and Hauls boast nearly half a million members combined.
It’s not just about catching the eye either. Yellow stickers help store staff quickly flag reduced items and make it easier for checkout systems to identify marked-down goods.
Combined with increased cost-of-living pressures, the rush for yellow-sticker deals shows no sign of slowing and now shoppers know there’s some clever colour science behind every bargain they grab.
