0:00:02 > 0:00:05There's a lot we don't know about the food on our plates
0:00:05 > 0:00:08and the shops and the labels don't always tell you the whole story.
0:00:08 > 0:00:10Sometimes, there's just too many offers
0:00:10 > 0:00:14and when you actually look at them, you're not really saving that much.
0:00:14 > 0:00:17Whether you're staying in or going out, you've told us
0:00:17 > 0:00:21you can feel ripped off by the promises made for what you eat
0:00:21 > 0:00:23and what you pay for it.
0:00:23 > 0:00:26If you buy six, it's cheaper.
0:00:26 > 0:00:29But I don't want to buy six, I want to buy one.
0:00:29 > 0:00:31From claims that don't stack up
0:00:31 > 0:00:34to the secrets behind the packaging,
0:00:34 > 0:00:37we'll uncover the truth about Britain's food,
0:00:37 > 0:00:42so you can be sure you're getting what you expect at the right price.
0:00:42 > 0:00:47Your food, your money. This is Rip-Off Britain.
0:00:51 > 0:00:53Hello and welcome to Rip-Off Britain
0:00:53 > 0:00:55and our special series on food and drink.
0:00:55 > 0:00:57Today, we're looking, in particular,
0:00:57 > 0:00:59at how to get the best value for money,
0:00:59 > 0:01:02and if you fancy you've got a keen eye for a bargain,
0:01:02 > 0:01:06well, get ready to meet a true master of the art,
0:01:06 > 0:01:08a woman who has slashed the cost of her weekly shop
0:01:08 > 0:01:11and she's going to be letting us into the secret
0:01:11 > 0:01:12of exactly how she does it.
0:01:12 > 0:01:16Believe me, you certainly do not want to miss that, nor do I.
0:01:16 > 0:01:17And if you follow her example,
0:01:17 > 0:01:20it really is extraordinary how much you could actually save.
0:01:20 > 0:01:23As ever, we'll also be getting answers on some of the topics
0:01:23 > 0:01:25you've asked us to investigate on your behalf
0:01:25 > 0:01:27and we'll be identifying plenty of other ways
0:01:27 > 0:01:30to make sure you're getting the best deal
0:01:30 > 0:01:31instead of paying over the odds.
0:01:31 > 0:01:33Because we know, from all of the
0:01:33 > 0:01:35letters and e-mails that you send us,
0:01:35 > 0:01:38just how important it is for you to come away from any purchase
0:01:38 > 0:01:41or shopping trip feeling that you paid a fair price
0:01:41 > 0:01:43and that you're getting your money's worth.
0:01:43 > 0:01:46So, we've got plenty of tips on the way to help you decide
0:01:46 > 0:01:49when it really IS worth splashing out on something
0:01:49 > 0:01:52and when, perhaps, it might not be.
0:01:56 > 0:01:58Coming up...
0:02:00 > 0:02:02..at which of the four big supermarkets will
0:02:02 > 0:02:06our bargain-hunting shopper Ilona find the best reductions?
0:02:06 > 0:02:08When you shop like I do,
0:02:08 > 0:02:12you never know what you're going to find, and it is a bit of a gamble.
0:02:12 > 0:02:16And hampers chock full of delicious goodies
0:02:16 > 0:02:19may seem the perfect gift, but how much could you save
0:02:19 > 0:02:21if you bought the treats inside on their own
0:02:21 > 0:02:23without the fancy packaging?
0:02:23 > 0:02:26The individual items are very rarely worth the amount
0:02:26 > 0:02:28you're being asked to pay as part of a hamper.
0:02:32 > 0:02:35Now, who wouldn't want to reduce the cost of their weekly shop?
0:02:35 > 0:02:38But forget the special offers and promotions.
0:02:38 > 0:02:40According to the woman we're about to meet,
0:02:40 > 0:02:44there's a much better way to make some serious savings.
0:02:47 > 0:02:50This mobile phone footage is graphic proof
0:02:50 > 0:02:53of just how far some people will go to grab a bargain.
0:02:53 > 0:02:56You're unlikely to see shoppers scrabbling and scrapping
0:02:56 > 0:02:59over cut-price meat like this every day,
0:02:59 > 0:03:02but wherever you shop, you will spot eager bargain-hunters
0:03:02 > 0:03:06descending on the cheapest part of the supermarket, the reduced aisle,
0:03:06 > 0:03:09to see which foods are being marked down in price,
0:03:09 > 0:03:12sometimes from pounds to pennies, including this lot.
0:03:14 > 0:03:19Yes, I do. I look for some reduced, if possible, to save money.
0:03:19 > 0:03:23Some branded pizzas should be about £5.
0:03:23 > 0:03:25Sometimes they go down to half-price.
0:03:25 > 0:03:29Probably on the meat counters, when they reduce the...
0:03:29 > 0:03:35And fish, usually on a Saturday after the Friday.
0:03:35 > 0:03:37Asda's good. They sell, like, five packs of doughnuts
0:03:37 > 0:03:39for about 5p, don't they?
0:03:39 > 0:03:42Whether the items have been reduced
0:03:42 > 0:03:45because they're approaching their use-by date, are seasonal,
0:03:45 > 0:03:49or are in damaged packaging, the bargains can be massive.
0:03:49 > 0:03:52While it used to be the case that the best reductions could be grabbed
0:03:52 > 0:03:56just before the stores closed, with so many supermarkets now open late
0:03:56 > 0:03:59or even round-the-clock, that's all changed.
0:04:00 > 0:04:04And that's a development which former lorry driver Ilona Richards
0:04:04 > 0:04:07from Lincolnshire is happy to exploit.
0:04:07 > 0:04:10She likes to keep every aspect of her life in tiptop condition,
0:04:10 > 0:04:12so when it comes to her food shopping,
0:04:12 > 0:04:17it's not just the calories she's counting, it's the pennies too.
0:04:17 > 0:04:21It's very important for me to keep track of how much money
0:04:21 > 0:04:26I spend on food, so I'm constantly looking for reductions,
0:04:26 > 0:04:29I'm looking for bargains, special offers,
0:04:29 > 0:04:32in every single shop I go in.
0:04:33 > 0:04:36And she's become so successful at finding discounts
0:04:36 > 0:04:39that Ilona, who dubs herself the Mean Queen,
0:04:39 > 0:04:43says she rarely spends more than £15 a week on food,
0:04:43 > 0:04:46without compromising on quality.
0:04:46 > 0:04:48That doesn't mean that you eat rubbish.
0:04:48 > 0:04:53I like to play around with the food that I've bought which is cheap.
0:04:53 > 0:04:58I don't go with a shopping list and I will buy whatever is cheap
0:04:58 > 0:05:01and then make something from that.
0:05:01 > 0:05:05So, Ilona has perfected the art of maximising those markdowns
0:05:05 > 0:05:09and, as a result, every week, she brings home some big bargains.
0:05:09 > 0:05:12It's not very often you get bargains like this, is it?
0:05:12 > 0:05:14But I know where to look for them.
0:05:14 > 0:05:17There's 1.75kg of potatoes
0:05:17 > 0:05:22reduced from £1.50 to 15p.
0:05:22 > 0:05:26Now, that's a fantastic bargain!
0:05:26 > 0:05:28Ilona reckons that, over the years,
0:05:28 > 0:05:31she's saved herself thousands of pounds.
0:05:31 > 0:05:34To demonstrate how she does it, we've set her a challenge.
0:05:34 > 0:05:37We've given her a total of £20 and asked her to see
0:05:37 > 0:05:40how many marked-down prices she can find for under a fiver
0:05:40 > 0:05:44in the local branch of each of the biggest four supermarkets -
0:05:44 > 0:05:47Sainsbury's, Tesco, Asda and Morrisons.
0:05:49 > 0:05:56I would expect to get 90% off if I go shopping after 7.30.
0:05:56 > 0:05:59But it really depends how much there is.
0:05:59 > 0:06:04You can never guarantee that there is going to be a lot of bargains
0:06:04 > 0:06:07because earlier shoppers might have taken it all.
0:06:07 > 0:06:09So, that's the gamble with it really.
0:06:09 > 0:06:14But it's a gamble that, once again, appears to have paid off.
0:06:14 > 0:06:16Later in the programme, we'll see
0:06:16 > 0:06:18how Ilona got on with challenge we set,
0:06:18 > 0:06:20and get ready to be seriously impressed
0:06:20 > 0:06:24when you see just how many bargains she was able to bag this time.
0:06:24 > 0:06:28It's amazing! I'm very happy with this result.
0:06:31 > 0:06:34Let's be absolutely honest, it's an age-old dilemma -
0:06:34 > 0:06:36what do you buy the person who's got everything
0:06:36 > 0:06:38or, indeed, wants nothing?
0:06:38 > 0:06:41I think it's a nightmare, but books or vouchers might not be
0:06:41 > 0:06:42the treat you want to give this year.
0:06:42 > 0:06:46Instead, when it comes to birthdays or all those celebrations,
0:06:46 > 0:06:48many of us will opt for the perfect foodie gift -
0:06:48 > 0:06:52in other words, a hamper, chock-full of luxurious-looking goodies.
0:06:52 > 0:06:55You might be prepared to splash out a bit more for the convenience
0:06:55 > 0:06:57and all that carefully-arranged packaging.
0:06:57 > 0:06:59But get ready for a bit of a shock
0:06:59 > 0:07:02because when you hear just how much extra you might be paying
0:07:02 > 0:07:05for your hamper than if you were buying its contents separately,
0:07:05 > 0:07:08you might start to wonder if it really IS such a perfect gift.
0:07:10 > 0:07:12There was a time when hampers were reserved
0:07:12 > 0:07:16for that great British summer institution - the picnic.
0:07:16 > 0:07:19But now they're just as likely to be a year-round gift,
0:07:19 > 0:07:23packed full of luxuriously indulgent food items.
0:07:23 > 0:07:25Fortnum & Mason, the Queen's food supplier,
0:07:25 > 0:07:30has reported their hamper sales are at a 300-year high,
0:07:30 > 0:07:33so it appears to be a business that's booming.
0:07:33 > 0:07:36It's lovely. You never know what's going to be in them.
0:07:36 > 0:07:39They're attractive to the eye and you think, "Ooh, that looks nice."
0:07:39 > 0:07:43Quite a pleasant present to receive.
0:07:43 > 0:07:46It's exciting to dip into it and take all the straw out
0:07:46 > 0:07:47and think, "Ooh, lovely!"
0:07:47 > 0:07:50But take away the basket, the luxury trappings
0:07:50 > 0:07:52and the convenience of it all,
0:07:52 > 0:07:55how much of a mark-up are you left paying for the goods inside?
0:07:57 > 0:07:58I've come to Bromley, near London,
0:07:58 > 0:08:01to a market where I'm opening my very own gift stall.
0:08:01 > 0:08:04That's quite a nice shape. It's good, very good.
0:08:04 > 0:08:07I'm going to put the hamper factor to the test.
0:08:07 > 0:08:10This is it - Gloria's Gifts.
0:08:10 > 0:08:13As you know, every entrepreneur has to start somewhere,
0:08:13 > 0:08:15so I think all I need is a bit of stock.
0:08:17 > 0:08:20We've bought a handful of hampers from big-name retailers
0:08:20 > 0:08:23and taken out all the individual products.
0:08:24 > 0:08:27So, without the packaging they came in,
0:08:27 > 0:08:30what do passing shoppers think that the goods are worth?
0:08:31 > 0:08:34I would like you to look at each section of food and tell me
0:08:34 > 0:08:36what you think, basically, they're worth.
0:08:36 > 0:08:40So, we have some toffees and cake and biscuits
0:08:40 > 0:08:42and different little bits and pieces. How much do you think?
0:08:42 > 0:08:46- £8.- £8 or £9.- OK.
0:08:46 > 0:08:49Over here, you've got two bottles of wine,
0:08:49 > 0:08:53you've got sweet basil olives, a cake, crisps, things like that.
0:08:53 > 0:08:56So how much do you think this is worth?
0:08:56 > 0:08:59- I would say £25.- £25.
0:08:59 > 0:09:02And in the middle, I don't know how well you know your beer...
0:09:02 > 0:09:06- I'm an expert.- So, you said £10 for that one? OK.
0:09:06 > 0:09:11Last one here. You have some manuka honey fudge, some chocolates.
0:09:11 > 0:09:14- So how much for that one?- £8. - £8, OK.
0:09:16 > 0:09:18Overall, once the nice presentation
0:09:18 > 0:09:20and gift wrap had been stripped away,
0:09:20 > 0:09:23the people we asked all underestimated the retail price
0:09:23 > 0:09:24of those luxury goods.
0:09:27 > 0:09:30So, it's time to bring back all those fancy extras and packaging
0:09:30 > 0:09:32to see what a difference that makes
0:09:32 > 0:09:34to people's perceptions of the price.
0:09:34 > 0:09:37What do they think the goods are worth now?
0:09:37 > 0:09:40Let's have a look at this one, for example,
0:09:40 > 0:09:42- in the nice little wicker basket. What do you think?- £15?
0:09:42 > 0:09:47- £15, you thought? Right. What do you think, Lucy?- I'm going £20.
0:09:47 > 0:09:50- £20. Are you agreeing with that? - I agree with that, yeah.- OK.
0:09:50 > 0:09:52It seems that the packaging really has bumped up
0:09:52 > 0:09:56how much people think the goods are now worth.
0:09:56 > 0:09:59On average, those we asked thought that this John Lewis hamper
0:09:59 > 0:10:05would cost about £31, only slightly less than its actual price of £35.
0:10:05 > 0:10:07But what's inside, if bought separately,
0:10:07 > 0:10:11would have had a total cost of just £21.07,
0:10:11 > 0:10:13so once our shoppers know that,
0:10:13 > 0:10:16do they think the difference is a price worth paying?
0:10:16 > 0:10:20- Oh. I think it's dear. - Expensive?- Yeah.- Yeah.
0:10:20 > 0:10:24Now, we couldn't find an individual price for everything in each hamper.
0:10:24 > 0:10:27Some products can only be found in multipacks, for example.
0:10:27 > 0:10:29So, in some cases,
0:10:29 > 0:10:32we compared the cost of the closest product we could find.
0:10:32 > 0:10:35Whilst it makes sense that the cost of the packaging itself
0:10:35 > 0:10:37will obviously bump up the overall price,
0:10:37 > 0:10:41it's interesting to see how much shoppers instinctively thought
0:10:41 > 0:10:43the ingredients were worth
0:10:43 > 0:10:45once they were nicely presented in a hamper.
0:10:45 > 0:10:48This rather neat little basket, which has got wine, sweets,
0:10:48 > 0:10:51jelly babies, tea, chocolate,
0:10:51 > 0:10:54biscuits, including the basket, of course?
0:10:54 > 0:10:57- About £35.- About £35.
0:10:57 > 0:11:02The average guess for the cost of this Debenhams hamper was £31,
0:11:02 > 0:11:05but it actually retails at £40.99.
0:11:05 > 0:11:10That's despite the contents selling for just £22.39 on their own.
0:11:11 > 0:11:13Big difference, eh? OK, what about the middle?
0:11:13 > 0:11:15Michael, this is where you come into your own.
0:11:15 > 0:11:20- You've got a lot of beer and nuts and things.- £20?- £20?- Yeah.- Yeah.
0:11:21 > 0:11:25On average, our shoppers thought this lagers of the world package
0:11:25 > 0:11:27would cost around £26
0:11:27 > 0:11:31but it actually retails for more than double that, at almost £60,
0:11:31 > 0:11:36even though you can buy the contents inside separately for just £11.02.
0:11:36 > 0:11:40- Goodness!- What do you think of that? - That's outrageous.
0:11:40 > 0:11:42- Outrageous?- It is.
0:11:42 > 0:11:44So, now we come to the slightly bigger hamper.
0:11:44 > 0:11:47You've got, obviously, a very nice basket, apart from anything else.
0:11:47 > 0:11:52Cake, you've got olives, crisps, tea, biscuits, wine...
0:11:52 > 0:11:56- £65.- £55.- £55 for the basket.- £75.
0:11:56 > 0:12:00- £75?!- What do you want to settle on? - £60.
0:12:00 > 0:12:02£60 it is, OK.
0:12:02 > 0:12:08The average guess for this Waitrose Weekend Feast Hamper was £62.50,
0:12:08 > 0:12:11which was about half the actual retail price of £100.
0:12:11 > 0:12:14But buying pretty much the same products separately
0:12:14 > 0:12:18would total just around £57.73.
0:12:19 > 0:12:22- No!- No?- No.- You're still not buying any of them?- Still not buying, no.
0:12:24 > 0:12:27No takers. So, all our shoppers totally underestimated
0:12:27 > 0:12:29just how much extra that hamper factor adds
0:12:29 > 0:12:32to the price of all those goodies.
0:12:33 > 0:12:35But what is the hamper factor?
0:12:35 > 0:12:39Why are we all so dazzled by a few ribbons and some straw
0:12:39 > 0:12:41and, of course, that wicker basket?
0:12:42 > 0:12:46I've invited financial expert Sarah Pennells to help shed some light
0:12:46 > 0:12:48onto what makes hampers just so attractive.
0:12:50 > 0:12:52Why do you think we like hampers so much?
0:12:52 > 0:12:55I think it's partly because, when we buy hampers,
0:12:55 > 0:12:57it is often as a present for a special occasion,
0:12:57 > 0:12:59for something like Christmas or Mother's Day,
0:12:59 > 0:13:02and I think we often have a different mentality then
0:13:02 > 0:13:04than when we're buying food normally.
0:13:04 > 0:13:07It's partly because of the way they're presented.
0:13:07 > 0:13:10It feels like a treat, like it's luxury and, frankly,
0:13:10 > 0:13:13who has the time to add up what the individual items cost
0:13:13 > 0:13:16and to work out that they're actually a really bad deal?
0:13:16 > 0:13:18But of course, the cost of the products
0:13:18 > 0:13:20is only part of the picture.
0:13:20 > 0:13:23The baskets in which they come have become very desirable
0:13:23 > 0:13:25in their own right,
0:13:25 > 0:13:27with people more than willing to pay extra for the packaging
0:13:27 > 0:13:31which, let's face it, will last longer than the actual goods inside.
0:13:31 > 0:13:32With these hampers,
0:13:32 > 0:13:35a lot of the costs sometimes goes on the packaging
0:13:35 > 0:13:37or on selling the idea,
0:13:37 > 0:13:40not on the ingredients that make up the hamper.
0:13:40 > 0:13:42I think the idea of them is great.
0:13:42 > 0:13:45I'm a real foodie, so I would love it if somebody gave me
0:13:45 > 0:13:47a collection of things I probably wouldn't buy on an everyday basis,
0:13:47 > 0:13:50but I wouldn't like it if I'd known they'd paid double
0:13:50 > 0:13:52just for getting a nice box.
0:13:52 > 0:13:56We spoke to the companies behind the hampers we used on our stall.
0:13:56 > 0:13:58Debenhams didn't want to comment,
0:13:58 > 0:14:01but John Lewis and Waitrose both told us
0:14:01 > 0:14:03theirs offer real quality and value
0:14:03 > 0:14:05and that the price reflects the effort
0:14:05 > 0:14:07that's gone into carefully selecting,
0:14:07 > 0:14:11packing and presenting the products to make a "perfect ready-made gift",
0:14:11 > 0:14:16as well the cost of the basket or box and, of course, free delivery.
0:14:16 > 0:14:20They also stress how much time and effort hampers save the consumer.
0:14:20 > 0:14:23Diverse Hampers, which sells its lagers of the world product
0:14:23 > 0:14:26through Not On The High Street, said its price is based on the...
0:14:31 > 0:14:33..the high-quality wooden packaging
0:14:33 > 0:14:36and UK-wide couriered delivery included in the cost.
0:14:38 > 0:14:40Meanwhile, some of those retailers pointed out
0:14:40 > 0:14:44that they also sell unfilled hampers, so that you can buy
0:14:44 > 0:14:47and put together your own selection of treats, which is an idea
0:14:47 > 0:14:50that Sarah Pennells enthusiastically recommends.
0:14:51 > 0:14:54There's nothing inherently unfair
0:14:54 > 0:14:56about shops charging a lot for hampers,
0:14:56 > 0:14:58as long as they're upfront with the cost,
0:14:58 > 0:15:01because they never really market them as being a budget-buy
0:15:01 > 0:15:03or a way of saving money.
0:15:03 > 0:15:05They're always marketed as being a luxury treat.
0:15:05 > 0:15:08But I would say, don't assume you're going to get
0:15:08 > 0:15:11anything like good value if you buy a hamper.
0:15:17 > 0:15:20Whether you're nipping somewhere just for a coffee and a cake
0:15:20 > 0:15:22or sitting down for a full three-course meal,
0:15:22 > 0:15:25eating out can be an expensive outing,
0:15:25 > 0:15:28so we asked personal finance expert Sarah Pennells
0:15:28 > 0:15:31to see if she could serve up some ways of cutting the cost.
0:15:31 > 0:15:34Who says there's no such thing as a free lunch?
0:15:34 > 0:15:36There are a few out there if you know where to look
0:15:36 > 0:15:40and don't mind the fact that some of them come with strings attached.
0:15:43 > 0:15:46Many of us spend a small fortune on coffee
0:15:46 > 0:15:50and it's thought that we buy over two billion cups of it every year.
0:15:50 > 0:15:52But at several big-name stores,
0:15:52 > 0:15:54there's a way you can usually get a coffee
0:15:54 > 0:15:56without it costing you a bean.
0:15:56 > 0:15:58Now, personally, I like to soak up the atmosphere
0:15:58 > 0:16:00of an independent coffee shop like this one,
0:16:00 > 0:16:03but did you know that, if you're on the move,
0:16:03 > 0:16:06a couple of companies, including Waitrose and IKEA,
0:16:06 > 0:16:10have loyalty card schemes where you can claim a free tea or coffee
0:16:10 > 0:16:12while you're in the store?
0:16:12 > 0:16:15These offers do come with terms and conditions.
0:16:15 > 0:16:17You can only claim one free drink a day
0:16:17 > 0:16:21and the IKEA offer is only available Monday to Friday.
0:16:22 > 0:16:24Waitrose recently tightened up the rules,
0:16:24 > 0:16:26after what they said was abuse of the scheme.
0:16:26 > 0:16:29In some stores, to qualify, you'll need to buy something,
0:16:29 > 0:16:31but if you were going to do that anyway,
0:16:31 > 0:16:34a free coffee could give you a very welcome boost.
0:16:34 > 0:16:38And if drinking for free sounds good, eating free is even better.
0:16:38 > 0:16:41You'll often find online vouchers and loyalty schemes
0:16:41 > 0:16:43that offer the occasional freebie,
0:16:43 > 0:16:47but there are some restaurants that regularly let kids eat for free,
0:16:47 > 0:16:49if you choose your moment.
0:16:49 > 0:16:51Oh, thank you very much.
0:16:51 > 0:16:55If you eat out with the whole family, the bill can soon mount up,
0:16:55 > 0:16:59but there are ways you can cut the costs without ditching the kids.
0:16:59 > 0:17:03For example, if you want breakfast, both Beefeater and Brewers Fayre
0:17:03 > 0:17:05will let up to two kids eat for free,
0:17:05 > 0:17:08as long as an adult pays for breakfast at the same time.
0:17:10 > 0:17:14Several chain restaurants and big pub companies may also offer
0:17:14 > 0:17:18free kids' meals, sometimes even for Sunday lunch.
0:17:18 > 0:17:21But if you fancy getting an entire adult meal for nothing,
0:17:21 > 0:17:26you could try becoming a mystery shopper for a free supper.
0:17:26 > 0:17:29Companies pay you to check out a restaurant or a cafe.
0:17:29 > 0:17:33You will have to make notes and complete a report after the meal
0:17:33 > 0:17:35and you'll usually have to claim back the cost of the meal
0:17:35 > 0:17:37after you've dined there,
0:17:37 > 0:17:39but it can be a great way of eating out
0:17:39 > 0:17:42in places to which you'd never normally go.
0:17:42 > 0:17:44So, if going undercover takes your fancy,
0:17:44 > 0:17:47then GFK and ABA are two of the biggest names in the business
0:17:47 > 0:17:49and worth checking out.
0:17:49 > 0:17:52But, as always, watch out for the scam companies.
0:17:52 > 0:17:54You shouldn't be asked for an upfront fee
0:17:54 > 0:17:56to take part in these schemes.
0:17:56 > 0:17:59If you are, then it's likely to be one to avoid.
0:17:59 > 0:18:02All you have to do is sign up online.
0:18:02 > 0:18:06Make sure you do some research to check out the company first.
0:18:06 > 0:18:09You'll then be sent your assignment and a budget.
0:18:09 > 0:18:10It's normally a meal for two
0:18:10 > 0:18:13and you have to claim the money back afterwards,
0:18:13 > 0:18:16but who's complaining if it's all for free?
0:18:16 > 0:18:21Anything that saves you from spending the pounds...is fine by me.
0:18:26 > 0:18:29Earlier in the programme, we met Ilona,
0:18:29 > 0:18:33whose sheer skill at supermarket bargain-hunting
0:18:33 > 0:18:35meant the cost of her weekly shop
0:18:35 > 0:18:37is likely to be a fraction of yours and mine.
0:18:37 > 0:18:41She takes absolutely full advantage of those little yellow stickers
0:18:41 > 0:18:44that show you when food is being reduced in price.
0:18:44 > 0:18:46You probably look out for them already.
0:18:46 > 0:18:50But wait till you see exactly how much money she's been able to save.
0:18:53 > 0:18:56I'm constantly looking for reductions,
0:18:56 > 0:18:59I'm looking for bargains, special offers,
0:18:59 > 0:19:01in every single shop I go in.
0:19:01 > 0:19:05It's like a game and it's a game that I want to win.
0:19:07 > 0:19:09Well, let's find out if she can do just that.
0:19:09 > 0:19:11We've armed Ilona with £20
0:19:11 > 0:19:13and asked her to visit her local branch
0:19:13 > 0:19:15of each of the top four supermarkets
0:19:15 > 0:19:19to see how many marked-down prices she can find
0:19:19 > 0:19:21for under a fiver in each.
0:19:21 > 0:19:23She's plotted a route around the stores,
0:19:23 > 0:19:25based on her previous experience
0:19:25 > 0:19:27of when the lowest prices are likely to be found.
0:19:27 > 0:19:30Knowing the reductions don't typically start in earnest
0:19:30 > 0:19:35until late afternoon, her first stop, Sainsbury's, isn't until 6pm.
0:19:35 > 0:19:38That's swiftly followed by Asda at 6.30,
0:19:38 > 0:19:42then Morrisons and, finally, the supermarket she knows best, Tesco,
0:19:42 > 0:19:45which she hits at around 8.30.
0:19:45 > 0:19:49She's left each store with some encouragingly full-looking bags.
0:19:49 > 0:19:52So, once back home, it's time to unpack her haul
0:19:52 > 0:19:55and see what bargains she's managed to pick up.
0:19:55 > 0:19:58First on her journey and, perhaps because of that, the place
0:19:58 > 0:20:01where she found the smallest savings overall was sainsbury's.
0:20:02 > 0:20:07When you shop like I do, you never know what you're going to find
0:20:07 > 0:20:09and it is a bit of a gamble.
0:20:09 > 0:20:14Ilona spent our £5 on a total of seven items, including diced turkey,
0:20:14 > 0:20:16grapes, yoghurts and fruit.
0:20:16 > 0:20:19The original price would have been £11.05,
0:20:19 > 0:20:21but thanks to the markdowns -
0:20:21 > 0:20:26best of which were some wraps slashed from £2.50 to just 45p -
0:20:26 > 0:20:31the total cost of her shopping went down by more than half to £4.92.
0:20:31 > 0:20:37And she saved even more than that in the store she visited last, Tesco.
0:20:37 > 0:20:41Now, it's a bigger shop there, so there was a lot more to choose from.
0:20:41 > 0:20:45I've got lots of stickers with 90% off.
0:20:46 > 0:20:50These 22 items should have cost just over £20,
0:20:50 > 0:20:54but Ilona got them for £4.94, saving £15.10.
0:20:54 > 0:20:59Her best bargains were with those 90% reductions,
0:20:59 > 0:21:05one of which took these organic limes from £1.75 to just 18p.
0:21:05 > 0:21:07I'm really pleased with that.
0:21:07 > 0:21:11Second best for savings on this particular trip was Morrisons.
0:21:11 > 0:21:15I've got quite a big pile there as well
0:21:15 > 0:21:18and, again, really good savings,
0:21:18 > 0:21:22down to 10p, 20p, 30p for some items.
0:21:22 > 0:21:24And in some cases, even less.
0:21:24 > 0:21:29Ilona bagged this pot of hummus for just 5p.
0:21:29 > 0:21:34The full-price cost of the 19 items she bought would have been £21.38,
0:21:34 > 0:21:38but after the markdowns, she paid just £4.89,
0:21:38 > 0:21:40a saving of more than £16.
0:21:43 > 0:21:46However, it was at the second store she visited, Asda,
0:21:46 > 0:21:48where, on this occasion,
0:21:48 > 0:21:51Ilona's fiver went further than anywhere else.
0:21:51 > 0:21:53In fact, she reckons she got enough shopping
0:21:53 > 0:21:55to feed a family for a week.
0:21:55 > 0:21:59These 21 products would have originally cost more than £25,
0:21:59 > 0:22:02but Ilona picked them up for a mere £4.96.
0:22:02 > 0:22:05Her biggest bargain here was some carrots
0:22:05 > 0:22:12which were reduced from 56p to 4p, saving practically 93%.
0:22:12 > 0:22:14Asda has the biggest pile of all.
0:22:14 > 0:22:19There was plenty to choose from at Asda and I was really pleased.
0:22:19 > 0:22:24I managed to get a real full trolley-load for my £5.
0:22:24 > 0:22:29So, you can see by each pile, the biggest one is Asda,
0:22:29 > 0:22:30so I got a lot more there.
0:22:30 > 0:22:33So, in total, Ilona saved...
0:22:45 > 0:22:48And she ended up with more than £77-worth of shopping
0:22:48 > 0:22:51for just £19.71.
0:22:51 > 0:22:57It's amazing. I have saved a massive £58.12,
0:22:57 > 0:23:00so you can see that it was worth
0:23:00 > 0:23:04all the effort of visiting these stores.
0:23:04 > 0:23:06I'm very happy with this result.
0:23:06 > 0:23:09It's lucky she's got the space to freeze all that stuff
0:23:09 > 0:23:11with dates about to expire
0:23:11 > 0:23:14but, of course, what markdowns you'll find depends on
0:23:14 > 0:23:18what an individual store has in stock and wants to shift quickly.
0:23:18 > 0:23:22Ilona's results could have been completely different on another day
0:23:22 > 0:23:24or if she'd shopped in a different town
0:23:24 > 0:23:26but she doesn't believe it's all down to luck
0:23:26 > 0:23:29and reckons you can do some proper planning.
0:23:29 > 0:23:31So, to identify what time your local store
0:23:31 > 0:23:34is likely to have the best reductions,
0:23:34 > 0:23:37she recommends simply ringing them up and asking,
0:23:37 > 0:23:39as she's doing now.
0:23:39 > 0:23:42Yes, good evening. I wanted to come and do some shopping at your store.
0:23:42 > 0:23:48Could you tell me the best times to come to get some reduced prices?
0:23:49 > 0:23:52Asda start marking down in the morning
0:23:52 > 0:23:55and they do it continually throughout the day.
0:23:55 > 0:24:00The later you leave it, the better the savings will be.
0:24:00 > 0:24:02PHONE RINGS
0:24:02 > 0:24:06And what is the latest time? I don't want to get there too late.
0:24:08 > 0:24:11Tesco start marking down about lunchtime
0:24:11 > 0:24:16and they continue to mark down throughout the afternoon.
0:24:16 > 0:24:20The better the bargains, the later it is.
0:24:20 > 0:24:22PHONE RINGS
0:24:22 > 0:24:26Right, thank you very much then. Yeah, thank you. Bye.
0:24:26 > 0:24:32Sainsbury's, the lady said it all depends how much stock they've got.
0:24:32 > 0:24:36If they've got a lot of stock, they will start early,
0:24:36 > 0:24:39but if they haven't got very much stock at all,
0:24:39 > 0:24:43it will just appear in dribs and drabs and there is no set time.
0:24:43 > 0:24:46PHONE RINGS
0:24:46 > 0:24:49Well, Morrisons are not picking up the phone
0:24:49 > 0:24:52so the only thing you can do in that situation
0:24:52 > 0:24:54is actually go there and have a look.
0:24:54 > 0:24:59Ilona was simply calling her local branch of the main chains.
0:24:59 > 0:25:02So, to see if they have a national policy on markdowns,
0:25:02 > 0:25:05we contacted each store's head office
0:25:05 > 0:25:07and asked if they had any set rules
0:25:07 > 0:25:10on when staff should discount products and by how much.
0:25:12 > 0:25:15Sainsbury's told us that its markdowns depend entirely
0:25:15 > 0:25:19on factors such as the type of product and the amount left to sell.
0:25:19 > 0:25:22Staff may even take into account surprising factors,
0:25:22 > 0:25:24such as the weather, for example.
0:25:24 > 0:25:26If it's snowing, they might reduce
0:25:26 > 0:25:28the price of salads earlier in the day,
0:25:28 > 0:25:31so keep your eyes on the skies.
0:25:31 > 0:25:34At Asda, markdown fresh products can be picked up
0:25:34 > 0:25:37on the morning of their last day of sale,
0:25:37 > 0:25:40while each day's goods from the bakery are reduced later on,
0:25:40 > 0:25:43with all markdowns decided by head office.
0:25:43 > 0:25:46Morrisons said that fresh food is marked down
0:25:46 > 0:25:48the night before it goes out of date,
0:25:48 > 0:25:51while bakery products are reduced on the same day.
0:25:51 > 0:25:54Either way, evening is the time to grab the best bargains,
0:25:54 > 0:25:58with products sometimes marked down by as much as 99%.
0:26:00 > 0:26:03And finally, at Tesco, items are reduced in price
0:26:03 > 0:26:06on the day they go out of date or the day before,
0:26:06 > 0:26:08with the size of the reduction dependent
0:26:08 > 0:26:11on how much of the product is left.
0:26:11 > 0:26:14Tesco also told us that in some stores, it's piloting a scheme
0:26:14 > 0:26:18whereby any such products still left on the shelves at the end of the day
0:26:18 > 0:26:21are distributed to charities in the local area.
0:26:24 > 0:26:27But if Ilona's success has made you want to dash off
0:26:27 > 0:26:29to do your own supermarket sweep,
0:26:29 > 0:26:32then remember these savings are obviously only available
0:26:32 > 0:26:37if you shop in the old-fashioned way - in person and not online.
0:26:37 > 0:26:41And remember, nothing's a bargain if you don't really need it
0:26:41 > 0:26:43or you don't think you'll be able to make use of it.
0:26:43 > 0:26:45But, provided you have the time to do it
0:26:45 > 0:26:48and don't mind the uncertainty of what you might find,
0:26:48 > 0:26:51Ilona is convinced that shopping the way she does
0:26:51 > 0:26:55really is the key to bringing your costs right down.
0:26:55 > 0:26:57It's a mind-set, actually.
0:26:57 > 0:27:01I don't go shopping, thinking, "Well, I want this and I want that."
0:27:01 > 0:27:05I go in search of this cheap food, which anybody can do.
0:27:05 > 0:27:09I'm nothing special, it's just that I'm determined,
0:27:09 > 0:27:13so if you want to be determined, then you can do the same thing.
0:27:17 > 0:27:19I don't know about you two, but I have to say
0:27:19 > 0:27:22that after seeing the fantastic results that Ilona had
0:27:22 > 0:27:24with her shopping earlier in the programme,
0:27:24 > 0:27:28I imagine that quite a lot of us now are going to be keeping
0:27:28 > 0:27:31an even keener eye out for those tiny little yellow stickers
0:27:31 > 0:27:33telling us that something is being reduced.
0:27:33 > 0:27:36We've probably all picked up the odd bargain every now and then,
0:27:36 > 0:27:38but I would never have imagined
0:27:38 > 0:27:40that you could do ALL of your food shopping that way,
0:27:40 > 0:27:43provided, of course, that you've got enough big stores
0:27:43 > 0:27:46- right on your doorstep.- And enough shoe leather to keep you going.
0:27:46 > 0:27:48But she was absolutely fantastic.
0:27:48 > 0:27:51And I must admit, I really enjoy seeing all the different ideas
0:27:51 > 0:27:53that people come up with to save money.
0:27:53 > 0:27:56But it may well be you're sitting at home thinking,
0:27:56 > 0:27:58"Ilona's got nothing on me and the way I do it",
0:27:58 > 0:28:01so if you fancy yourself as a super-consumer,
0:28:01 > 0:28:03not just when it comes to food, but in any area,
0:28:03 > 0:28:06whether that means that you're especially good
0:28:06 > 0:28:07at getting your money back
0:28:07 > 0:28:09or you've won a real victory against all the odds,
0:28:09 > 0:28:13then we'd genuinely love to hear from you, so do please let us know.
0:28:13 > 0:28:17Yes, because sharing your secrets could help others benefit too.
0:28:17 > 0:28:19I really hope you've already picked up
0:28:19 > 0:28:22some money-saving tips on the programme today
0:28:22 > 0:28:24cos, in the end, all the stories you ask us to look into
0:28:24 > 0:28:28come down to whether or not you've had the best value for money.
0:28:28 > 0:28:31So keep telling us when you don't think that's happened
0:28:31 > 0:28:34and we'll keep doing our best to find out if you're right.
0:28:34 > 0:28:36But that's all we've got time for for today.
0:28:36 > 0:28:39We'll be back very soon but, for now, thank you very much
0:28:39 > 0:28:42- for joining us and from all of us, goodbye.- Bye-bye.- Bye-bye.