Grocefully is a smart grocery shopping app that automatically compares prices across all major UK supermarkets (Tesco, ASDA, Sainsbury's, Morrisons, etc.) and helps you buy from the cheapest stores. When you place an order, you authorise Grocefully to act as your purchasing agent — we place orders on your behalf at each supermarket, so you get the best prices without the hassle of managing multiple orders yourself.

How much can I save with Grocefully?

Our users save up to 30% on their total grocery bill. For a typical £100 weekly shop, that's up to £30 in savings even after our 5% service fee. The exact amount depends on your shopping habits and the products you buy.

Which supermarkets do you support?

We currently support Tesco, Asda, Sainsburys, Morrisons, Iceland, and Ocado. We're constantly adding new stores and will notify you when more become available. Note: Grocefully is an independent service and is not affiliated with, endorsed by, or a partner of any of these supermarkets.

Is Grocefully available in my area?

Grocefully is available wherever the supported supermarkets deliver. Simply enter your postcode when you sign up to check availability in your area.

How does the price comparison work?

Our AI scans real-time prices from all supported supermarkets every time you shop. It finds exact matches or suitable alternatives for each item on your list, then automatically selects the cheapest option while considering delivery fees and minimum order requirements.

What if I have brand preferences?

You can set brand preferences for any item. If you prefer specific brands, Grocefully will only compare prices for those brands. You can also allow substitutions for some items while keeping others fixed.

How do you handle delivery slots?

Grocefully shows you available delivery slots from each store and helps coordinate them. We optimize to get you the most convenient delivery times while maintaining the best prices.

Can I use my loyalty cards and points?

Yes! You can link your loyalty cards from each supermarket and continue earning points on all your purchases. We'll automatically apply any available discounts.

How does the 5% service fee work?

We charge a simple 5% service fee on your total order value. For example, if your groceries cost £100, you'll pay £5 as a service fee. This covers our costs for finding you the best prices, handling multiple orders, and providing customer support.

How much can I save even with the service fee?

Our users save up to 30% per shop. Even after the 5% service fee, you're still saving up to 25% on average. For a £100 shop, you could save up to £30 and pay £5 in fees, netting you up to £25 in savings!

When do I pay the service fee?

The service fee is automatically calculated and shown before you complete your order. It's added to your total, so you only make one payment. No hidden charges or surprises.

Is the app really free to download?

Yes! Grocefully is completely free to download and use. You only pay the 5% service fee when you place an order. Browse, compare prices, and create shopping lists as much as you want without any charges.

Are there any other fees?

No hidden fees! You pay the grocery prices (same as shopping directly), the stores' delivery fees (if any), and our 5% service fee. That's it. We believe in complete transparency.

What if I'm not satisfied?

If you're not happy with your savings, contact our support team. We'll review your order and if we didn't save you money (after accounting for our fee), we'll refund the service fee. Your satisfaction is our priority.

Can I modify my order after it's placed?

Yes, you can modify orders up until the supermarket's cut-off time (usually a few hours before delivery). Any changes are automatically synced across all your orders.

What happens if items are out of stock?

If an item is out of stock, we'll automatically find the next cheapest option from another store or suggest a suitable replacement. You can set preferences for how you want us to handle substitutions.

Since you're purchasing directly from each supermarket (with Grocefully acting as your agent), refunds for grocery items are subject to each supermarket's policies. For issues with groceries, we'll coordinate with the relevant supermarket on your behalf. For our service fee, we offer a money-back guarantee if we didn't save you money.

What if there's a problem with my order?

Our customer support team is here to help resolve any issues. We'll coordinate with the relevant supermarket on your behalf to get the issue resolved as quickly as possible.

Best Supermarket Toy Deals for Christmas 2026 | UK Guide

The frantic scramble began at 7am

The queue outside Sainsbury's stretched past the car park entrance. My phone battery was at 12%, my coffee was getting cold, and somewhere behind me a dad was loudly explaining to his partner that the half-price toy sale "only happens once a year" and they couldn't possibly miss it.

That was October 2025, and I was there testing which supermarket toy deals actually delivered value. Spoiler alert: some did, some really didn't.

If you're hunting for Little Tikes toys this Christmas—whether that's the iconic Cozy Coupe, the newer Little Baby Bum range with Buster the Bus, or any of their outdoor play equipment—supermarkets can be surprisingly brilliant places to shop. But you need to know when to buy, where to look, and which deals are genuinely worth the early alarm.

After testing products, tracking prices, and queuing more times than I care to admit, here's everything you need to know about scoring the best Christmas toy deals in UK supermarkets.

Why Supermarket Toy Sales Beat Dedicated Toy Shops

I used to think supermarkets selling toys was a bit odd. Beans, bread, and then suddenly... a ride-on car? But here's what I've learned after years of product testing: supermarket toy deals often undercut specialist retailers by 20-40%.

The reason is simple. Supermarkets use toys as loss leaders during the festive period. They know you'll come for the half-price LEGO and leave with a trolley full of Christmas food. It's clever retail psychology, and frankly, we should take advantage of it.

Key supermarket toy sale dates for 2026 (based on 2025 patterns):

Supermarket	Expected Sale Period	Typical Discount
Sainsbury's	Mid-October (22nd-28th in 2025)	25-50% off
Tesco	Late October onwards	Up to 50% off
Asda	October rollback event	Variable discounts
Morrisons	October half-term	50% off selected toys

Sainsbury's consistently runs one of the most popular toy sales in the UK, with their half-price event typically landing in mid-October. In 2025, it ran from 22nd to 28th October, and the queues were—well, you've already heard about my 7am experience.

Little Tikes: The Brand That's Been Trusted for 50 Years

Before we talk deals, let's talk about why Little Tikes remains such a solid choice for toddler toys. The company has been producing chunky, durable toys since 1970, and there's a reason you'll find their products in playgroups, nurseries, and back gardens across the UK.

I've tested Little Tikes products across multiple categories, and honestly? The build quality is genuinely impressive. These aren't flimsy toys that fall apart after six months. My colleague's Cozy Coupe has survived three children, countless rain storms, and what can only be described as "aggressive parking" by a determined two-year-old.

The Cozy Coupe: Still the Gold Standard

With 27,100 monthly searches in the UK, the Little Tikes car remains one of the most sought-after toddler toys. The classic red and yellow design has barely changed since the 1970s because—controversial opinion here—sometimes the original version is just better.

Where to find Cozy Coupe deals:

Asda typically stocks them at competitive prices
Tesco often includes them in their toy events
Direct from littletikes.co.uk during sales

The standard Cozy Coupe retails around £59.99, but I've seen it drop to £39.99 during supermarket sales. If you spot it at that price, grab it.

Little Tikes Outdoor Range

The outdoor range—slides, playhouses, water tables—generates serious search volume. Little Tikes slides alone get 5,400 monthly searches, and playhouses pull in 3,600. These bigger items represent significant investments, so timing your purchase around sales matters even more.

My testing notes on popular outdoor items:

Little Tikes Slide: Sturdy, weathers well, but the plastic can discolour after prolonged sun exposure
Playhouse: Brilliant quality but a proper faff to assemble. Budget two hours and don't attempt it alone
Water Table: Genuinely excellent for summer. The plug actually holds water (unlike some cheaper alternatives I've tested)

Little Baby Bum Toys: Buster the Bus and the Musical Range

If you've got a toddler, you probably know Little Baby Bum. The YouTube nursery rhyme channel has billions of views, and in 2020, Little Tikes became the master toy licensee for the brand. The result? A range of musical toys featuring characters like Buster the Bus, Twinkle the Star, and friends from the "Wheels on the Bus" animations.

The Buster the Bus Toy: What Parents Actually Think

The Buster the Bus toy has become something of a cult favourite among toddler parents. It's a soft, plush bus that sings and wiggles when activated—and according to reviews, it's helped encourage reluctant walkers to chase it around the living room.

Where to buy Buster the Bus in the UK:

Amazon UK: Available with Prime delivery
Argos: In-store and online
Smyths Toys: Usually well-stocked
Asda Price comparison site Trolley.co.uk found prices from £7.00 for the smaller vehicles

One thing to watch: the Musical Vehicles listing on Amazon has received mixed reviews. Multiple parents report receiving a single small toy rather than the assortment shown in product images. Always check you're buying the specific item you want.

My Honest Take on Little Baby Bum Toys

After handling the range, I can say the plush toys are genuinely well-made. Bright colours, easy for small hands, and the musical features actually work (no mysteriously silent toys after a week, which happens more often than manufacturers would like to admit).

The downside? The button to activate some toys can be tricky for little ones to press independently. Not a dealbreaker, but worth knowing if your child gets frustrated easily.

How to Get the Best Christmas Toy Deals: A Practical Guide

Right, here's where I get properly tactical. Because knowing about sales is one thing—actually getting the deals is another.

1. Set Up Price Alerts

Use Trolley.co.uk or CamelCamelCamel to track prices on specific items. This removes the guesswork and tells you whether that "amazing deal" is actually better than last month's price.

2. Know the Sale Calendars

Supermarket toy sales follow predictable patterns:

September-October: Major half-price events at Sainsbury's, Tesco, Asda
October half-term: Morrisons typically runs their sale here
Black Friday (late November): Smaller discounts but wider selection
Post-Christmas: January sales for leftover stock

3. Shop Early in the Day

This sounds obvious, but the best deals go fast. That 7am queue at Sainsbury's? By 9am, the popular items were gone. If there's something specific you want—especially a Little Tikes vehicle or branded item—be there when doors open.

4. Check Smaller Supermarkets Too

Iceland occasionally stocks toys, particularly licensed character items. Aldi and Lidl run "Specialbuys" that sometimes include Little Tikes products at seriously reduced prices—but stock is extremely limited.

5. Don't Ignore Online

While in-store deals get the hype, online-only offers can be just as good. Supermarket websites often have exclusive discounts, and you avoid the queuing chaos.

Comparing Supermarket Toy Deals: Which Store Wins?

Based on my testing and price tracking, here's how the major supermarkets stack up:

Sainsbury's

Best for: Range and reliability

Typical discount: 25-50%

The catch: Sales are time-limited (usually one week)

Sainsbury's half-price toy sale is the benchmark. Their October 2025 event offered genuine 50% reductions on brands including Little Tikes, LEGO, Play-Doh, and more. Discounts can reach 70% towards the end of the sale period.

Tesco

Best for: Clubcard holders

Typical discount: Up to 50%

The catch: Best deals require Clubcard

Tesco's toy events are solid, and Clubcard members often get early access or extra reductions. The Entertainer operates toy concessions within many Tesco stores, which expands the range significantly.

Asda

Best for: Everyday low prices

Typical discount: Rolling discounts rather than one-off sales

The catch: Less dramatic sale events

Asda has a direct relationship with Little Tikes through MGA Entertainment, meaning their selection is often excellent. Their toy rollback events offer consistent value, even if they lack the buzz of Sainsbury's sales.

Morrisons

Best for: October half-term shopping

Typical discount: 50% on selected toys

The catch: Smaller toy selection overall

Morrisons runs a quieter operation but still offers genuine bargains during their half-price events.

Best Little Tikes Toys Under £30

Budget matters, especially when you're buying for multiple children or stocking up for birthday parties. Here are my top Little Tikes picks that typically fall under £30 during sales:

1. Little Tikes Shopping Cart (RRP £14)

Brilliant for imaginative play. Sturdy wheels, holds a surprising amount of toy groceries, and mine has survived being used as a makeshift go-kart by my nephew.

2. Little Tikes Basketball Set (RRP £19.99)

Adjustable height, genuinely helps develop coordination, and provides endless entertainment. Often hits £9.99 during sales.

3. Little Baby Bum Musical Vehicles (From £7)

The smaller Buster the Bus vehicles are pocket-money prices and perfect for stocking fillers or party bags.

4. Little Tikes Cash Register (RRP £14)

Realistic buttons and sounds, helps with number recognition, and keeps kids occupied during home grocery shops when you're trying to actually get the shopping done.

Alternatives to Consider: Other Toddler Toy Brands

While Little Tikes is excellent, competition exists. If you're price comparing or want different options, consider:

Fisher Price Similar age range, slightly different aesthetic
Peppa Pig Huge range of licensed toys
Paw Patrol If your child is obsessed (and many are)
Disney Broad range across age groups
Green Toys Eco-friendly alternative made from recycled plastic
Orchard Toys Educational games and puzzles

A Word of Caution: Quality Concerns in 2025

I should be honest here. Some Trustpilot reviews have raised concerns about Little Tikes quality in recent years. One reviewer mentioned that "the 2025 Red Coupe car is not on par with the quality of the past" and experienced assembly issues.

My experience has been different—the products I've tested have been fine—but it's worth checking reviews for specific items before buying and keeping receipts in case you need to return anything.

This is where supermarkets actually have an advantage: their returns policies tend to be straightforward, and you don't need to deal with shipping items back.

When NOT to Buy Toys at Supermarkets

Look, I'm a fan of supermarket toy deals, but they're not always the best option:

Specialist or niche toys: Supermarket ranges are limited. For something specific, Smyths or The Entertainer will have better selection.
Very large items: Some outdoor play equipment isn't stocked in stores. Check online inventory before making the trip.
Already-discounted items: If Amazon has a Lightning Deal running, the supermarket might not beat it.
Post-Christmas: By January, dedicated toy shops often have deeper clearance discounts than supermarkets.

My Final Verdict: Where to Buy Little Tikes This Christmas

After all my testing and price tracking, here's my recommendation:

For the best all-round experience: Wait for the Sainsbury's half-price sale (expected mid-October 2026). Set an alarm, queue early, and you'll get genuine 50% savings on quality toys.

For Cozy Coupe specifically: Asda consistently offers competitive pricing year-round, so you're not dependent on sale timing.

For Little Baby Bum toys: Amazon and Argos have the best selection. The smaller Musical Vehicles at Asda offer excellent value at around £7.

For outdoor equipment: Buy during summer sales if possible. Supermarket autumn events focus more on indoor toys.

The truth? Christmas toy shopping doesn't have to be stressful—or expensive. With a bit of planning and the right timing, you can get brilliant toys at genuinely reduced prices. Just maybe pack a thermos for those early morning queues.

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Frequently Asked Questions

When is the Sainsbury's half-price toy sale?

Based on 2025 patterns, Sainsbury's half-price toy sale typically runs during mid-October. In 2025, it launched on 22nd October and ran until 28th October. The sale offers 25-50% off, with discounts reaching up to 70% on selected items towards the end. Sign up for their newsletter to get advance notice of the 2026 dates.

Where can I buy the Buster the Bus toy in the UK?

Buster the Bus from the Little Baby Bum range is available at Amazon UK, Argos, Smyths Toys, and Asda. Prices vary from around £7 for the smaller Musical Vehicles up to £55 for larger musical items. Always check you're buying the specific product you want, as some listings can be misleading about what's included.

Does Iceland sell toys?

Iceland occasionally stocks toys, particularly licensed character products and seasonal items during Christmas. However, their toy range is limited compared to other supermarkets. For a wider toy selection, Tesco, Sainsbury's, and Asda offer more comprehensive options including Little Tikes products.

What age are Little Tikes toys suitable for?

Little Tikes toys span from 0-12 months up to 5+ years. Their baby range includes soft sensory toys, while toddler products (1-4 years) include the Cozy Coupe, Little Baby Bum toys, and pretend play items. The outdoor range including slides and playhouses suits children from 18 months to 6+ years depending on the specific product.

Are Little Tikes toys worth the money?

Based on my testing, Little Tikes toys generally represent good value for money. Their durability is excellent—products can withstand years of use and outdoor exposure. The Cozy Coupe in particular has a 50+ year track record of quality. However, some 2025 reviews have noted quality inconsistencies on specific products, so checking recent reviews before purchasing is advisable.

When do Christmas toy sales start in the UK?

Major UK Christmas toy sales typically begin in September-October, well ahead of the festive season. Sainsbury's and Smyths usually launch in mid-October, while Tesco and Asda run rolling discounts through autumn. Black Friday (late November) brings additional deals, and post-Christmas sales in January offer final clearance prices.

How much is the Little Tikes Cozy Coupe?

The standard Little Tikes Cozy Coupe typically retails at £59.99 in the UK. During supermarket toy sales, prices often drop to £39.99-£44.99. Specialist versions like the Police Car, Ice Cream Truck, and Dinosaur Coupe may be priced slightly higher. Asda, Tesco, and Sainsbury's all stock the Cozy Coupe during their sale events.