AISLE TRY IT
I save £1300 a year on my food shops by shopping backwards & my trolley’s always overflowing – here’s how to do it
But what's the potential problem in starting at the end of the store?
WEEK after week, I glide through the supermarket aisles on autopilot.
I pass the flowers and the magazines and head straight for the number one item on my shopping list: Bananas.
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They also happen to be the first thing in the fruit aisle at my local Tesco.
But not today.
Ignoring my instinct to start at the fruit and veg section, I determinedly make my way past every aisle and head towards the far end of the store.
Don’t panic — there’s a method to my apparent madness.
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I recently read online that you can save money if you do your supermarket shop backwards.
So as a mum who spends a fortune on food for my hungry teen and tween, I’m keen to see what savings I can make.
My fellow shoppers give me funny looks as I trundle past with my empty trolley.
After all, you are not supposed to shop like this.
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But I make a beeline for the final aisle, home to nappies, sanitary towels and deodorants.
It feels rebellious, particularly as other customers are all walking in the opposite direction.
Five expert tips to save money on your supermarket shop
Starting with toiletries, I pick up a bumper pack of loo roll and kitchen towel, moving on to bleach and cat food, followed by bin bags and rubber gloves.
But already I am noticing that my trolley is looking fuller than normal.
When I start with salad and fruit, it falls nicely to the bottom of the trolley.
But these bulky items take up so much space, I wonder if I will fit everything else in.
Dr Cathrine Jansson-Boyd, professor of consumer psychology at Anglia Ruskin University in Cambridge, says this is precisely why larger food stores are arranged the way they are.
“There is a lot of psychology behind how a supermarket is laid out and it’s structured not just for consumers to spend money, but also to make sure food doesn’t get ruined while you shop,” she says.
“So most supermarket layouts will have the frozen aisle near the end, so products don’t melt.
“Equally, you have some sort of enticement to make you feel you should spend more as soon as you enter the shop, so you go in and see the flowers, fresh fruit and veg.
“Then the aisle layout means you go up and down, which means you see more items and are more likely to pick things up.”
By the time I reach the freezers, I am concerned — the larger items are taking up so much space.
But I grab frozen staples like chicken nuggets for the kids, fish in breadcrumbs and sweetcorn — and pile it on top.
Then I spot frozen salmon at less than £12 a kilo. It’s more than £18 a kilo fresh.
'CANNED ARE CHEAPER'
The fish is a big favourite in our house, but I never normally notice it in the freezers as I always buy it in the chilled section.
I stick a bag in my trolley.
Next, I see pizzas. The frozen ones are £1 cheaper than the chilled ones I usually get, so I grab one.
Then I move on to the tins. Normally, I buy fresh veg, but I notice canned are loads cheaper.
I grab a few cans of carrots and some potatoes for a salad.
Tesco’s economy brand, Grower’s Harvest, are just 38p a tin.
I’d normally spend over £2 on a bag of spuds.
Not only is this a saving, it’s less wasteful, too as I often have to bin the fresh produce that’s gone off before I’ve got round to using it.
But as I walk, I suddenly notice condensation from the frozen produce is dripping all over the bulky items below.
“Better pick up the pace,” I tell myself — but I still have to get pasta sauces, stock, fresh fruit and veg and meat.
I hurry down the aisles, ignoring biscuits and crisps in my haste.
You get lulled into the false sense that you are getting quality for your money
Dr Cathrine Jansson-Boyd
So I am spending less time on sugary snacks, which is a definite plus.
Then I reach the packet sauces. I often make sauces myself, using stock and fresh ingredients bought at the start of my shop.
But the packet versions, which I’ve come to first by shopping backwards, are only 95p.
I shove a load in my trolley — mixes for shepherd’s pie mix, white sauce and even casserole.
By the time I reach the meat I am panicking. What if the ice creams in my trolley melt entirely?
I whizz around, getting diced chicken and minced beef, then hit the fresh fruit and veg.
These are my favourite aisles and the ones I’d normally go to first.
There’s psychology behind this too, says Cathrine.
“Fruit and veg is at the start, to give the idea that things are fresh,” she explains.
“You get lulled into the false sense that you are getting quality for your money.
“That’s why you’ll see slightly brighter lights at the beginning, too — it’s to make things look shinier.
'SAVINGS TO BE HAD'
"Equally, the boxes the fruit comes in will be green or brown — earthy colours to enhance the idea that these are good quality, fresh items.”
As my trolley is already full to the brim with bumper packs of loo rolls, bleach and dry cupboard goods, I ignore my usual temptation, pricey berries, and get just the basics — good-value apples, bananas, tomatoes and potatoes.
But while this might save cash, Cathrine says skimping on fresh, nutritious food is a potential problem with shopping backwards.
“This way, you’re less likely to put the fresh goods in, because your trolley will be too full,” she says.
“However if you start at the beginning with the smaller, fresh items, by the time you get to the bulky items, you will still plonk them on the top because they balance nicely and are lighter.”
At the till, my trolley is so overstuffed I am convinced I’ve spent more, or the same, as usual.
So I am amazed when the whole shop comes to £148.75.
Our usual weekly grocery bill is usually around £175, so that’s a £26 saving — £1,352 a year.
I’m not sure if I saved money because I felt my trolley was too full earlier on, or because I worried my frozen stuff would melt — or a combo of the two.
But it did work, as I bought cheaper alternatives from the frozen and store cupboard aisles.
Take your time, take a list and even write prices next to the item. This does work as you will stick to your list
Dr Cathrine Jansson-Boyd
Cathrine says: “Around ten years ago, people were suggesting that shopping backwards could save you money, however there is no empirical proof.
“I’d say there is some merit in it, but this depends on the supermarket.
"Also, if you start with the frozen aisles, your purchases will melt and you’ll end up coming home with ruined food.”
And if you can’t bear the idea of switching up your shopping habits like I did, Cathrine says there are other ways to save money.
“Take your time, take a list and even write prices next to the item,” she advises. “This does work as you will stick to your list.
“And if you start with bulky items, you are less likely to buy more of the smaller items that you might just pop in your trolley because, shopping backwards, you won’t have space.
“But you have to be a disciplined character to do that.”
I will definitely take Cathrine’s advice in future as there are savings to be had.
And looking at things from end to beginning, you notice cheaper alternatives more easily than when you are shopping on autopilot following your usual route around the shop.
MONEY mentor and financial well-being expert Sarupa Shah shares her top tips to save cash on the weekly shop – and reveals how supermarkets lure us into spending more than we planned.
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TIPS TO CUT YOUR BILL AT THE TILLS
BE SIZE WISE: Super-size packs of laundry powder and loo roll can cost more than buying the same amount in smaller boxes.
Compare the price per kilo/litre/item first.
TIME IT: Learn what time your supermarket puts yellow stickers on food near its “use by” date. Turn up a little early before the other bargain hunters and fill your freezer.
RESCUE WRINKLY VEG: Wonky vegetables are often sold for less than the “pretty” stuff – but are just as tasty. At home, remove the plastic packaging and wrap in newspaper. It will last longer.
BE SEASON SAVVY: Out-of-season items such as ice cream are cheapest in chilly months when demand is lower. Stock up. It’s a great time to enjoy a scoop with a warm dessert.
DITCH LOYALTY: It doesn’t pay to stick to one supermarket. Check out price comparison sites and shop around for the best deals, especially on pricey items such as nappies and detergent
HOW STORES MAKE YOU SPEND MORE
CONFETTI EFFECT: Packaging, such as net bags around lemons and limes, is brighter than the item to make it more appealing.
The so-called “confetti effect” is also achieved using contrasting colours.
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Deep hues, such as in Sainsbury’s Taste The Difference range, suggest luxury.
WISE WORDS: The font, pattern and word shapes on food packets can tempt us.
Bold capital letters suggest value for money (even if it isn’t), while playful fonts such as Haribo’s bubble typeface are seen as fun.
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Handwritten styles, like on Bonne Maman jam, give a “handmade” feel.
A BIG SHOP: A US study found that when supermarkets doubled cart sizes, people unwittingly bought 20 per cent more.
WEIGHT WORKS: Heavy packaging can trick us into thinking an item is better quality.
READ MORE SUN STORIES
Studies claim shoppers associate a weightier bottle of wine with higher value.
SENSORY PLAY: The smell of freshly baked bread can make you impulse buy, especially if hungry.
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