Most important tip: Pay attention at the checkout. Scanner errors are more common than you think. The federal government estimates it's costing consumers $2.5 billion each year. Don't succumb to "end-aisle deception." Most of us assume items on display on the ends of the aisles offer the best deals. "Not true," say industry officials. Many times companies will pay the store to have their merchandise placed there. Avoid the eye candy. Impulse buys like candy, magazines and cold drinks are put near the register for a reason. Don't go shopping when you're hungry.
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