Shopping is Hard Work

Lately, I noticed an intriguing sign at the greengrocer that I frequent.

In place of the price per kilo, the sign now announced: "Due to targeting of our prices by supermarkets, please inquire inside for the price."

At the checkout, I struck up a dialogue with the cashier and asked her what was happening.

"You know like how the supermarket says they're selling mandarins at $2.49/kg? We sell ours at $1.99 and next thing you know, they reduce their prices to compete with us. Even though their advertised specials say $2.49!"

She was rightfully indignant.

So the price info is now a closely guarded secret.

That is surely a barrier to passersby who are thinking of buying, but I can sympathize.

I mean, how does a tiny shop that depends on regulars and passing traffic compete with a supermarket giant that has hundreds of customers walk through its doors daily?

As consumers, how often do we stop to think of issues like price fixing and price wars? Not a lot.

I mean, most people are busy.

We like to operate in default mode.

We like what's familiar.

Supermarkets are default mode territory.

You know where everything is, so shopping can be quick and easy.

And with thousands of items stocked, you don't even need to go elsewhere. Everything under one roof.

Got time? Compare prices and brands.

Want to save money? Go for the specials and no-frills store brands.

Want to save time and brain cells? Just go with your family's favourite brand.

Doesn't matter if the customer service is impersonal or non-existent.

You've heaps to do and your time's precious.

The problem is, supermarket chains aren't always value for money.

They're usually the first ones to raise their prices the minute fuel hikes or hints of inflation make the news.

I was appalled by the price of a regular loaf of bread at Safeway today: $2.28!

It wasn't so long ago that you could buy a loaf for $1.79.

The veggies and fruit are more expensive than elsewhere too.

If I want to be a conscientious consumer, I'll have to stay informed about things like price and quality.

I would also have to be willing to invest the effort to, say, go to ALDI for basic groceries, Lennard's for fresh chicken, the fish shop for fresh fish, and the greengrocer for fruit and veg.

I would have to weigh the benefits of better value for money and better quality against the cost in time, fuel and effort.

Shopping is hard work.