Beware of “Supermarket Savings”

by Dr. Madelyn Fernstrom

With the price of food continuing to creep up, supermarkets are using some clever marketing to provide what I call “perceived value.” You’re not actually saving money – and sometimes paying more. Here are some of my favorites.


10 for $10. It sounds like a great deal, but it only means that a single unit is $1 each. You don’t need to buy 10 for the savings (or 6 or 8, of whatever the “special” is). This is especially true for perishable items that can expire or spoil. Buy what you need.

Buy 1, Get 1 Free. Sometimes a savings, but only if the first item has not had the price increased, to accommodate the “get one free” purchase. While you don’t need to be a contestant on The Price is Right to figure this out, pay some attention to the regular price of items, when they’re not labeled as buy 1, get 1 free.

2-for $XX. This is true only if you by 2 of the item. Often in small print, you’ll see that the price for one unit is NOT half of the 2-for price, but much higher.

End of the Aisle “Specials.” You know it, the store knows it, so it must be true, right? That’s the trap we all fall into. These end of the aisle “sales” are often the same price (or sometimes higher), compared with other similar products. For the best deal, avoid these specials, and head over to the aisle, for some comparison shopping.

Nowadays, I think it’s important to stretch your food dollar whenever you can. What other money-saving tips do you have?