As the oldest of seven kids, I learned early in life how to shop frugally. I watch prices, buy store brands, plan meals based on sales, and try to avoid impulse purchases. And yet, even with that experience, shopping smart has simply gotten harder. The rules changed quietly, and many of us are still trying to shop the way we always have, without realizing how much more effort it takes to get the same value.
The Price Tag Doesn’t Tell the Whole Story Anymore
Until now, frugal shopping meant paying attention to prices. If the price stayed the same, you assumed the value did too.
That’s no longer true.
That realization hit me a couple of months ago. I’ve bought the same store-brand grapefruit juice for years. The price didn’t change, but the bottle quietly lost six ounces. There was no sign, no announcement, and no warning, and I didn’t notice until I was opening it.
Shrinkflation Breaks Our Shopping Memory
That’s shrinkflation, and it’s one of the primary reasons grocery shopping feels more challenging. You can do everything “right” and still end up paying more per ounce without realizing it. And because you’re paying more and getting less, it doesn’t last as long.
Most of us rely on habit when we shop.
- We know how long certain items last.
- We know what fits into the budget.
- We know which brands used to be a good deal.
Shrinkflation breaks that system. When packages get smaller, the mental math we’ve relied on for years stops working. Things don’t last as long and need replacing sooner. It’s subtle.
Even Store Brands Aren’t a Sure Thing Anymore
Store brands used to feel like the safest frugal choice—bigger packages, lower prices, fewer gimmicks.
Now they’re shrinking too, like that grapefruit juice.
I still buy store brands, but I no longer assume they’re automatically the better value. That means stopping to compare unit prices on items I’ve trusted for years, which adds more time and attention to what can feel like an overwhelming task.
Being frugal now requires re-evaluating familiar items instead of relying on loyalty.
Digital Coupons Add Another Layer of Work
Coupons have been a great way to save for generations. We used to clip them, organize them, and watch expiration dates. Digital coupons should make saving easier, but they come with their own set of challenges.
Some digital deals apply only to pickup or delivery, and even in-store “deals” often have strings attached. Shelf signs may advertise a low price, but they don’t always make it clear that the deal is digital only or that you must load a coupon in an app to get the discount. If you miss that step, you pay full price.
On top of that, many digital deals require buying three, four, or even five of the same item to get the advertised price—and that detail isn’t always obvious. For example, a shelf sign might show a $3.99 bag of chips marked down to $1.99. If you don’t realize the deal requires buying five, you might grab three bags thinking you’ll spend about $6, only to discover at checkout that you spent nearly $12. Even if you do buy five, you’re still spending about $20 just to save $10.
Those kinds of “savings” add up quickly at the register, and before you know it, you’re over budget, without ever feeling like you splurged.
To make things even trickier, digital coupons don’t always apply correctly. Discounts are often taken off after your total appears, which means you have to remember which coupons you loaded and watch closely as they come off. If you don’t catch a missed coupon, you could end up paying full price for five bags of chips and walk out wondering why your bill is higher than you expected.
Marked-Down Items Are Still One of the Best Deals—If You Pay Attention
One way I still save money is buying marked-down items. For example, keto bread and buns can be expensive, but I often find them marked down by $4 or more if I watch closely. The same is true for meat. Stores regularly discount items close to their sell-by date, and if you’re willing to use them right away or freeze them, the savings can be significant.
https://youtu.be/HGFj3Lwk_3Q?si=Rlb9kW0WRrQB4015
I recently learned that Aldi often offers discounts on meat near its expiration date with savings of up to 50% off, but this is an unofficial policy varying from store to store. Sometimes they have red stickers, but if you don’t see them, ask an employee for assistance.
That said, even markdowns require attention. Double-check those savings actually ring up correctly. Sometimes the shelf sticker doesn’t match what comes up on the screen. Marked-down items can still be a smart way to stretch your grocery budget, but like everything else, they take a little more effort than they used to..
Shopping Smart Now Comes With a Mental Load
A simple grocery trip now involves:
- Checking digital coupons (and even paper coupons)
- Navigating loyalty pricing
- Comparing unit prices in tiny print
- Watching for size changes
- Resisting impulse buys disguised as “deals”
That’s a lot to manage, especially when you’re already juggling work, family, and everything else life throws at you. The process itself has become more complicated.
Time Pressure Makes Perfect Frugality Unrealistic
In a perfect world, we take control of our budget, always compare prices, plan every meal, and cook everything from scratch.
In real life, we’re tired.
Sometimes convenience foods end up in the cart. Sometimes we miss a size change. Sometimes we grab what’s familiar just to get through the week. That doesn’t mean we’ve failed; it means we’re human. We must constantly stay on top of all these changes, and it is exhausting. Frugality has to fit real life, or it doesn’t last.
What Shopping Smart Looks Like Now
For me, being frugal today means focusing on what actually helps:
- Checking unit prices on items I buy often
- Re-evaluating staples once or twice a year
- Being cautious with multi-buy deals
- Planning flexible meals instead of rigid ones
- Letting “good enough” be enough
Shopping smart now is about awareness and giving yourself grace.
The Bottom Line
If grocery shopping feels harder than it used to, you’re right. It’s not just shrinkflation, complicated coupons, and rising costs. Saving money now takes more effort for smaller rewards. That doesn’t mean you’re doing it wrong. It means you’re adapting to a tougher system and still spending less than people who don’t pay attention.
And that, in itself, is smart.
