MORRISONS shoppers have spotted a "ridiculous" Valentine's Day discount in stores over the weekend.
Customers have hit out at the supermarket after it slashed the price of a popular wine by just one penny.
The retail giant has cut the cost of "The Best" Pinot Grigio Rosé and has a yellow sign advertising a price reduction.
But a closer inspection of the tag reveals the cost has been slashed from £7 to £6.99, meaning just a one pence saving for the customer.
One disappointed shopper in Consett, County Durham, said she thought her luck was in when she spotted the tipple with a reduced sign.
But she was left so gobsmacked by the small saving that she quickly snapped a picture and opted for a different drink.
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The customer, who doesn't wish to be named, said: "I couldn't believe it.
"I thought the sign meant I might grab a bargain but was stunned to see it was just 1p off.
"I didn't buy it out of principle.
"It seems ridiculous that they would go to all the trouble of getting the money-off signs printed and put up in stores but offer the customer a saving as little as that.
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"Even if it was 10p off a bottle it would be something but one pence is just an insult really.
"Do they really think people will be lured into buying something to save just 1p?"
The popular wine, described as having raspberry and cherry flavours with a fragrant floral finish, can be paired with crispy duck or spicy salad.
A Morrisons spokesperson said: "This is a system error that generates the cross out and it's a fix we're trying to put into the system to avoid in future."
It comes just days after the supermarket announced its full Valentine's Day meal which sees shoppers bag a starter, main, two sides, dessert and wine for just £17.
How do I spot a bargain?
If you think you've spotted a bargain don't automatically assume it's the best price out there.
You should always have a quick shop around first as you might be able to find a similar product cheaper elsewhere.
Shoppers can use price comparison tools like Google Shopping to find similar products from other retailers and compare prices.
And if they're looking to evaluate supermarket deals, Trolley.co.uk lets shoppers compare the prices of items across major supermarkets including Asda, Morrisons, Sainsbury's and Tesco.
Don't just glance briefly at the price tag on the shelves and assume it's a good deal.
Look closer and compare the unit prices to compare and choose the cheapest groceries.
Unit prices are meant to make it easier for shoppers to compare similar items of different sizes.
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You should be able to see the unit cost of the product where its price is shown – it may be in small print.
And remember, it's only a good deal if you were wanting to buy the item in the first place – if you get it just because of the offer, you aren't necessarily saving money.
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