To violate Betteridge’s Law once again:
Have you tried comparing the prices of fruit, veg, meat and other groceries in the supermarket recently?
Crafty bosses at big stores have made it almost impossible to work out whether you’re getting a good deal. Everything’s in different pack sizes with different weights.
Throw in two-for-one deals and it’s enough to give you a headache just walking down the aisles.
To get in and out of the shop without being ripped off you really need a calculator, pen and paper — plus a free afternoon to do the sums.
Scouring stores for Christmas presents takes so long, that by late December many of us are too worn out to hunt down deals on turkeys and trimmings. Marketing industry insiders tell me it’s intentional.
Years ago it was illegal to sell tea and other staples in anything other than 8oz, 1lb, 1lb 8oz (and so on) quantities. When you went to the greengrocer and saw the price of 1 lb of tomatoes and 1 lb of grapes on little blackboards, it was easy to work out which was more expensive.
I’d wager that most Sixties shoppers could have named the price of a pound of tea, sugar or flour off the top of their heads. Now? Forget it. I’d just be guessing if asked the price per kilo of almost anything in Sainsbury’s or Tesco.
A picture sent to me by a former retail marketing executive illustrates the problem this causes. It shows three prawn deals on a Waitrose shelf: one packet at £2.99 for 150g; one at £4 for 200g; and two 200g packs at £6.
Clearly, the best is to buy two 200g packets for £6 and freeze one.
Try reading the damn labels on the shelf Dan. By law it must have the unit price on it.