An image of a man believed to be John Heald in B&M Bargains, Mexborough, at 4.15pm on Saturday 19 July has been released by South Yorkshire Police.
The 53-year-old from the Rotherham area is wanted by Humberside Police in connection with the murder of Mrs Carter, 49, at a guest house in Bridlington on Friday 18 July.
He is also wanted by South Yorkshire Police in connection with a serious sexual offence in Sheffield on Sunday 13 July.
There have been several potential sightings of John Heald around the Rotherham area since the investigation began.
Police have released the image in the hope it will encourage members of the public to come forward with information as to his whereabouts.
Officers also handed out hundreds of flyers to football fans attending a pre-season friendly between Rotherham United and Nottingham Forest at the New York Stadium yesterday.
There was also a digital display van featuring his picture, which was seen by up to than 3,600 fans who were at the match.
Mr Heald is 5ft 11ins tall, of slim build, with blue eyes and short mousey brown hair. His right ear is pierced and he has tattoos on his hands and arms.
He has dots tattooed on the knuckles of both hands as well as a horse on his left hand and a mermaid and an eagle on his right arm.