MARTIN SLOANE | Supermarket Shopper Recap 2002: Toys, poetry, and supermarket cart rage
Over the past year it has been my pleasure to write this column for America's smartest supermarket shoppers. They play The Great Grocery Game with great skill, and they save millions of dollars. I want to thank each and every winner of the weekly Smart Shopper Award. Their savings, sometimes a few dollars, sometimes a lot more, inspire shoppers who need to stretch their grocery budget to make ends meet. And I have to mention Marie D'Errico, of Schenectady, N.Y., who purchased her new 2003 Cadillac with 30 years of coupon savings.
I enjoyed hearing how my readers' children have become smart shoppers. Frances Hardaway, told me that her son, a college student, has learned to live on a budget and goes out of his way to cash in on double coupons at Kroger. Spouses were recognized, too, like the proud letter from Barbara Cowart, telling me about her husband Noel's Smart Shopping Adventure.
Nominations
Thanks to all the readers who sent in their nominations early this year for the 2001 Golden Shopping Cart Awards. They recognized the outstanding performance of Wegmans Food Markets of Rochester, N.Y., which won the award for Best Supermarket of 2001, and Ken Alexander and Bill Underwood as Best supermarket Managers of 2001. Please consider this a reminder that now is the time to send in your nominations for this year's awards.
Throughout this year, my column was a sounding board for the opinions of my readers. They were split on whether supermarkets should have toy departments that might unnecessarily attract their children and make shopping more difficult. Many readers said they refused to use self-scanners to ring up their own groceries. Some said they liked it once they got the hang of it. Readers claimed family pack pricing discriminated against small families and singles. Supermarkets said they were just offering quantity discounts. I agreed with my readers. While some shoppers in the South had no problem with cashiers calling them by their first name, or using "honey" or "sweetie," most felt it was rude. Readers still object to supermarket frequent shopper programs and the required cards. However, most enjoy the savings. When a few readers complained about seniors slowing down the checkout lanes, senior shoppers were adamant; what they may have lost in agility they more than made up for in experience.
Parking
You might not expect supermarket parking lots to be an important issue for shoppers, but it was this year. Readers are concerned about abandoned shopping carts damaging their cars. We also discussed whether there should be separate parking for mini-vans and SUVs that block the view of ordinary cars and can make backing out of a parking space dangerous.
The supermarket shopping experience is always changing, sometimes for the worse. This year, I began to receive letters from readers complaining about the use of cell phones in the aisles and in the checkout lanes. Readers complained of fewer checkout lines being open at peak traffic periods and loud, distracting music over the store's PA system. It was a year when supermarket "cart rage" made the headlines, and readers wondered why so many shoppers were hyper-tense and impatient during checkout, especially the express lane. It was more than enough reason to complete my Supermarket Customer Rules of Etiquette. It took more than a year to compile, and I want to thank every reader who contributed to this important effort. You can find the rules at my Web site: www.martinsloane.com. Interestingly, many of my readers now communicate with me by e-mail through the Web site. Instead of taking weeks to respond to ordinary mail, I can usually respond within days.
Poetry contest
Who would believe that after 22 years, supermarket poetry would still be enjoyable and challenging. I promised my talented readers that I would read every poem they submitted to this year's Supermarket Shopper Poetry Competition, and I did. This year's winners wrote about Saturday shopping with mother, disaster at the self-checkout lane and paid tribute to a favorite supermarket. I know my readers enjoyed them. Look for the announcement of this 23rd Annual Competition in March.
I want to thank supermarket managers, cashiers and other associates for their participation in my column. Their letters provided behind-the-scenes insights as well as a balance to the views of shoppers. I continue to ask my readers to be considerate to store associates and appreciate the difficulties of their jobs, especially the cashiers.
This year I repeated my message to leave young children home, if at all possible. The supermarket can be dangerous for children: small hands can get caught where they do not belong, heavy displays can tumble down on them and there is the ever-present danger of a fall from the shopping cart.
However, I enjoyed putting together the column showing how parents could use the supermarket as an educational experience. It is never too early to teach Smart Shopping skills. And of course, buckle up your child!
I should also mention the critics: Some of my readers dislike cashiers, noisy children, manufacturers' coupons and Wal-Mart. A few are critical of parents and schools who participate in box top and label-saving fundraising, despite the hundreds of millions of dollars that have aided our children and their schools. The critics have a right to be heard, and they occasionally add a lively note to the column.
Looking back at this year, I am especially proud of my many readers like the Kiwanis K-Kids Club in Sugarloaf, Pa., who sent coupons to military service families overseas. By my best estimate, millions of coupons have provided these families with much needed savings. And finally, I want to give special recognition to readers like Ruth Magee of Youngstown, who uses her smart shopping skills to fill bags of groceries that she donates to those in need.
For the many blessings I enjoy by writing this Supermarket Shopper column, I want thank my wonderful readers and wish them a merry holiday and a healthy and happy new year!
United Feature Syndicate