Food is one of the basic human necessities and many people find it a very difficult area in which to save. It is possible to save money on the cost of groceries in many ways without taking extreme measures or enduring deprivation.

Purchasing grocery store loss leader (sale circular), items is one of the easiest and fastest ways to massively trim your grocery budget in a very short time.

Loss leaders are items that grocery stores advertise at very low prices. These advertised items are sold at/or below the market's actual cost.

The goal of the grocery store: attempt to manipulate and stimulate a profit from the customer by influencing (leading), them to purchase other (more expensive), items in the same visit.

They are assuming the risk that if a person comes into the store for the advertised sale, they are likely to purchase other more profitable item(s) that are priced well above cost.

Not all of the items that are posted in sale circulars are loss lead items. Loss leader items (see example below), are usually located on the front or last page of the sales circular and would be easily recognizable as a good deal. If you have to really think about it, chances are it not that great of a bargain.

The "fluff" as I like to call it is located on every other page. Items that are not on sale made to appear as though they are a bargain.

• Common, everyday items purchased on a regular basis by consumers so they can recognize it as a good deal;
• Placed in the rear of the store so customers have the opportunity to place more profitable items into their cart on their way to pick up the item, then to the check-out counter;
• Quantity restrictions (i.e., "limit 2 per customer"), or a minimum dollar amount must be spent for the offer to become valid.

1. First, begin by writing down at least 20 main dish recipes that your family enjoys. That is sufficient to rotate within a month so your family will not get bored with dinner;
2. Make a list of ingredients required for each recipe;
3. Next, browse the sale circulars as soon as they arrive in your mailbox (or log on to the store's website), and decide what you will buy at each store. Circle each item you intend to purchase (take the advertisement with you to the store for reference).

You will be amazed at how fast and easy the process will become once you become accustomed to shopping this way.

Here are twenty easy and thrifty meals from Campbell's Kitchen: Thrifty Eats

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