Not cheating as such, its just Jersey has different rules on VAT to us. TBH not bought from Tesco in Jersey as they have a base there purely for this reason but so do other stores.
However, I do buy a lot from play.com but they are based in Jersey and not the UK so I dont feel guilty
Would never buy a large item though as they are not covered by our selling regulations so its just dvds and such I buy.