Why Grocery Stores Put Items on Endcaps Even When They Aren’t the Best Deal

Boxes of Fruity Pebbles and Oreo Puffs sit on a cardboard display at the end of an aisle. Brands actually pay grocery stores a fee to place their products on these endcaps. Because the brand pays for the placement, the store does not always lower the price. Always check the main cereal aisle first to compare the endcap price with the normal shelf price before putting it in your cart. Shutterstock.

The end of a supermarket aisle features a massive, highly visible product display. These specific shelf areas are known within the retail grocery industry as prominent endcaps. Shoppers naturally assume that these large displays feature the absolute best discounts in the store. Supermarkets successfully train our brains to view these specific locations as designated bargain zones. However, relying on this lazy assumption is an expensive mistake for your household.

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