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 Now is the season to start spending, and one of the places where money seems to fly out of our wallets is the supermarket. But author Barbara Salsbury has some proven strategies to help shoppers hang onto their cash in the coming months and throughout the year.
Her book "Beating the High Cost of Eating" (2005, Horizon Publishers) offers practical advice on how to become a smart consumer and increase what she calls "buying power." Once people are aware of what influences their decisions, she explains, they can train themselves to recognize subtle and persuasive marketing tactics, resist them and make wiser choices. She guarantees that following her advice gets you more groceries and household essentials for less money without having to compromise on product quality or food flavor.
The book is easy to read and understand. She breaks down her ideas into workable plans, and every chapter ends with two lists: things to know and things to do. But it requires a real commitment to changing habits, educating yourself about what things ordinarily cost, and a willingness to shop at multiple locations to achieve the benefits she promises.
"Think of this as a new job," says Salsbury, who has spent more than 20 years practicing and perfecting her money-saving methods. "It takes time and effort to learn and master the skills required. You don't have to do it all, or do it all at once."
Even implementing only a small part of her plan, she says, can lead to real savings. It starts with always thinking ahead, visualizing meals you'll be preparing next week and even next month. One simple technique is to gradually fill the freezer and the pantry with bargains. Then build your menus around what you've bought. Another good idea is to identify the dishes you make most often. Keep a list with you of the nonperishable ingredients called for in each recipe. When you find those things at a better-than-usual price, stock up.
"These are basic operating principles that can be used no matter where you live, what your eating preferences, the number of people in your household, or the amount you can afford to spend," says Salsbury, a resident of Utah who was born and raised in Toledo. "My system works whether your 'basics' are extra virgin olive oil and artisan bread or Crisco and packaged hamburger buns."
Holiday entertaining can be a real budget buster. But Salsbury has some suggestions that can help. "Don't wait until the last minute to get what you need for special-occasion meals. Plan them early, watch for sales, and buy ingredients in stages, every time you go shopping. And be flexible. While some recipes are family favorites, others can be adjusted to take advantage of bargains." She also recommends buying things like seasonal paper products when they are marked down after the holidays.
"Be sure to write down what you bought," she adds with a laugh, "and where you stored it, because if you're anything like me, by the time next year rolls around, you'll have completely forgotten."
But most importantly, she adds, don't let the seasonal hype overwhelm you. "Make your own decisions, without guilt. Don't be influenced by some fictionalized ideal that stores and manufacturers are promoting. They are in the business of selling you things. You're in the business of being an informed consumer. Take control of your shopping. Choose what you want rather than what they're telling you to want. That's how to get the most value for your money."
Ten smart shopping tips from Barbara Salsbury's "Beating the High Cost of Eating":
- Avoid unplanned purchases. Never give in to the "see-and-grab" impulse.
- Don't be swayed by displays. Products stacked attractively near store entrances, checkout counters, and at the ends of aisles are meant to entice shoppers and imply cost-savings but aren't always a real deal.
- Reach up and look down. Scan up per and lower shelves for other choices because the most expensive brands are often stocked at eye level.
- Be price-savvy. Knowing the cost of items you buy regularly means you'll recognize bargains.
- Stock up on markdowns. Buy non perishable items when the price is right.
- Shop at multiple stores. No single place, even those that bill themselves as discount warehouses, always has the best prices on everything you want.
- Check out newspaper ads and grocery store fliers. To get you into "their" store, every supermarket offers below-normal prices on certain items and smart shoppers take advantage of the bargains available at each of them.
- Try house brands and private labels. The taste may be slightly different from national brands but the quality is as good or better.
- Don't confuse house brands and pri vate labels with economy brands and generics. There is a quality difference as well as a cost difference.
- Remember that coupons offer cost savings only if you're buying brands you really want. Similar products may be available that are less expensive than the discounted one being promoted.
"Beating the High Cost of Eating" is available by mail (paperback, $14.99 plus shipping) from Cedar Fort Books, 1-800-489-4084.
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