End caps are the spots at the ends of each aisle, where supermarkets place so-called sale items that aren't always that cheap. They're counting on our preference to avoid heading down an aisle to lead us to grab an end-cap item that seems reasonably priced.
"Don't give in," says Woroch. "Wait until you can comparison shop amidst the appropriate aisle. Better yet, find grocery coupons on your smartphone from sites like CouponSherpa.com
, and see if the product on your list is available at a discount."
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