Save at the Supermarket
How to get more of the groceries you want
for up to 40 percent less By PHIL LEMPERT
Supermarket execs have
made a science of temptation.
They dazzle us with fresh
fruit, ply us with samples at
the deli counter, and seduce us
with buttery scents from the
bakery. I should know—I’ve
been analyzing grocery-store
marketing techniques, and
consumer responses to them,
for more than 30 years. My
advice: When store strategy is
to entice you to buy on impulse—to go with your gut—
saving money means using
your head. Here are my top
ten tips for paying less without sacrificing quality or forsaking the foods you want.
Make shopping a job Food
may be fun, the glue that connects us with family and friends,
but you need to look at grocery shopping as a job—one best completed on
time and under budget.
Take stock In surveys I’ve
conducted, most people report
they already had in the pantry,
freezer, or fridge at least 15 percent
of the foods they bring home from
the store. So don’t just “go shopping.”
Check your shelves before you shop,
plan your needs for a set number of
meals, and stick to the list: the less you
wander the aisles, the more money
you’re likely to save. If you allow for
chance discoveries, make them part of
your meal plan on the spot.
Bring a calculator Failing to
tote up what you’re spending as
you go is like driving a car without an odometer. So keep a running
tally—especially at warehouse stores,
where those “bargains” by the case
can empty your wallet fast.
Start at the center Working from your list, begin not
on the margins of the supermarket, amid mouthwatering sights
and smells, but in the middle, with its
boring aisles of boxes, cans, and jars,
where you’ll find more discounts.
Compare aisles Each depart-
ment in the store operates inde-
pendently—and has a different
profit margin—so you can find the
same or similar products in different
locations at wildly different prices:
