The old retail saying is that “eye level is buy level.” Grocery stores use this principle to place their most profitable, brand-name products right in your line of sight. But for the savvy shopper, the real secret to saving money is to look down. The bottom shelf is where retailers almost always place their own private-label, or store-brand, products. This intentional placement makes the bottom shelf a goldmine for high-quality bargains that many shoppers overlook.
It’s All About the “Slotting Fees”
The placement of a product on a grocery store shelf is not an accident; it is a business transaction. Major national brands pay a huge amount of money, known as a “slotting fee,” to get their products placed at eye level. The store’s own private-label brand, however, does not have to pay this fee. This allows the store to place its own products on the less desirable bottom shelf while still making a much higher profit margin on them.
The Power of the Store Brand
In the past, store brands had a reputation for being cheap and of low quality. That is no longer true. Major retailers like Kroger, Target, and Costco have invested billions of dollars in developing their private-label lines. Brands like “Simple Truth” and “Good & Gather” now offer products that are often just as good, if not better, than their national brand competitors. The only difference is the much lower price.
Breaking the “Eye-Level” Habit
Retailers know that most shoppers are on autopilot. We tend to grab the familiar, eye-level product without thinking. To find the real deals on the bottom shelf, you have to break this habit. You must make a conscious effort to squat down and compare the store-brand product to the more expensive national brand. A quick look at the price and the ingredient list will often show you that the store brand is the smarter choice.
A Treasure Trove of Staples
The bottom shelf is where you will find the best deals on your most common pantry staples. This includes items like flour, sugar, canned goods, and pasta. The store brand version of these basic commodities is often nearly identical to the national brand. By choosing the private label on the bottom shelf, you can save a significant amount of money on the items you buy most frequently.
The Smart Shopper’s Secret
The bottom shelf is the grocery store’s best-kept secret. It is a place that is intentionally overlooked in the store’s design. It is reserved for the products that offer the best value, not the biggest marketing budget. By training yourself to look down, you can escape the psychological tricks of the eye-level shelf. You can become a smarter shopper who is focused on quality and price, not on brand-name recognition.
Do you ever make a point to check the bottom shelf for deals? What is your favorite store-brand product? Let us know in the comments!
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