Martin Lewis has urged people to get down to their local supermarkets ahead of Christmas for a "vegetable price war".
The Money Saving Expert, who has offered his money saving expertise advice to millions in the past years, has advised others to get their cheap vegetables from Aldi, Sainsbury's and Lidl before the festive season ends.
Dubbed the "Christmas vegetable price war", the supermarket chains are dropping the cost of certain products to 15p.
Before heading off for the holiday season, the finance guru urged shoppers to buy certain items which are set to be slashed in most major supermarkets.
Speaking on his podcast, Martin explained the importance and exactly what supermarkets' loss leader days are, Manchester Evening News reports.
Loss leader pricing is a strategy that involves selecting one or more retail products to be sold below cost – at a loss to the retailer – in order to get customers in the door.
Aldi, Sainsbury's and Lidl have announced their loss leader dates so far but others such as Tesco, Asda and Morrisons are still yet to reveal when customers should head in.
The supermarkets lose money on every loss leader sold but they do it to get people through the doors, where they may spend money on other higher margin items instead to make up for it.
On the Martin Lewis Podcast, he explained: "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."
