Shopping for short-dated, reduced-price food

What is it about?

Shopping practice Market devices Geographies of the supermarket Consumer knowledge and competence This paper looks at “yellow-sticker shopping” - a type of consumption that involves targeting reduced-price food that has been marked-down because it is approaching its expiry date. The analysis reveals how this form of food provisioning goes far beyond the “cost-saving” accounts that might be expected. The research uses stories, constructed around shopping trips, together with analysis of an online discussion forum.

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Why is it important?

The paper makes three key contributions. First, that the space of the supermarket and its fixtures and technologies are important. Second, that the uncertain supply of yellow-sticker goods results in unpredictability. Successful shopping is celebrated and can be liked and enjoyed. Third, it reveals a suite of competences, skills and knowledge not only in relation to grocery shopping but that take place in the home, around food, its storage and preparation and cooking and recipe knowledge. The paper concludes by outlining further planned research which includes more on the position of yellow-sticker shopping in relation to the more traditional shop, following the purchased food into the homes of shoppers and exploring the yellow sticker 'brand'.

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