Supermarkets make it difficult for us to get the best value for our money. They game us with their loyalty cards, special prices, extra points, yo-yo pricing and price matching.

The last quarter of the year is the most profitable for them.

We all need to work hard to make sure we are not made fools of by attractive displays, misleading prices and two tier pricing.

Shopping takes a little longer, but you can save a lot more by checking prices and trying own and basic brands than you will by being seduced by the loyalty card prices.

And you will soon see the patterns of when prices are increased. Big shopping baskets at the end of the month are likely to be more expensive than mid month because shoppers are less price conscious when they have just been paid, and the stores know it.

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