Martin Lewis has told shoppers to race to their local supermarket before Christmas and take advantage of their cheap vegetables. As Christmas nears closer, most big-name stores will be cutting their prices down to 15p in an attempt to make Christmas dinner more affordable amidst the cost of living crisis.
Some may be keen to buy ingredients well in advance, the finance guru told people to hold off on buying veg until the supermarkets drop their prices - some of which have already started. Manchester Evening News reported Martin spoke on his BBC podcast before heading off on his Christmas break, explaining why the supermarkets were dropping their prices so much.
It can be described as a 'loss leader strategy' - which means the retailers actually lose money from the low prices, in the hope shoppers are attracted by this and purchase other things that have not been discounted. Aldi, Sainsbury's and Lidl have already announced their loss leader dates and others such as Tesco, Asda and Morrisons are expected to soon.
Read more: DWP confirms dates for Universal Credit and 11 other benefits over Christmas and New Year
On the Martin Lewis Podcast, the Money Saving Expert said: "The Christmas vegetable price war - it's on. 15p carrots, potatoes, sprouts and more. Lidl has got them from Thursday December 15. Aldi from Sunday December 18 to Saturday December 24.
"Sainsbury's from Sunday 18th of December. It's at this point of the year these loss leaders are put on sale in the supermarkets to help people with their Christmas dinners to get you in store.
"Pretty much all of them do it, those are the ones that are announced so far but I expect many of the other supermarkets to pick them up soon too."
Read next:
Nottinghamshire arsonist set ex-girlfriend's family home on fire 'to be the hero'
Families wait for answers on M1 deaths go on after inquest report 'goes into ether'
Thief 'steals Christmas' as Nottingham mum left without money for daughter's presents
East Midlands Railway to ban e-scooters from trains and stations due to 'safety threats'
Read the latest on the cost of living from Nottinghamshire Live here
