Posted on November 23, 2010 by Leonard Steinberg.

Because I have nothing better to do, the other day I decided to punch in the exact items of my shopping list to the FRESH DIRECT site that I had just purchased at Trader Joe’s on Sixth Avenue: the results were astonishing.

Fresh Direct was about 50% more expensive than Trader Joe’s:  FIFTY PERCENT!!!!! That’s really, really unreal. Especially considering I was buying the exact same brands, both were all organic produce, and the quality from Trader Joe’s was certainly on par with Fresh Direct.

I am not a huge fan of Trader Joe’s store:  I find it bland looking, the lighting is horrible, the displays are not creative, the selection at times can be a bit limited.  But I saved $ 50 on my shopping trip and multiply that by about 70 trips to the grocery store a year, that $ 3,500 saved will allow me to forgive them for their design sins. That’s about $ 300/month or my electrical and cable bill paid for every month, just by switching grocery stores. Or maybe a wonderful weekend escape? Over 10 years thats almost $ 50,000.00 with interest compounded. That’s close to a downpayment for a small apartment.

And I will certainly consider buying Fresh Direct stock because obviously there are many people who are willing to pay a hug premium for convenience in New York….I am not one of those people anymore.

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  1. lola gardner says:

    I am not one of those people anyone also!
    Great slogan for Trader Joes.
    Usually when discount shopping, it is impossible to find a salesperson to assit (hello Macy’s). Trader Joe’s has a large and friendly staff that walks you over to the product and even at check out will run back to grab items you may have forgotten. Friendly works for me.

  2. Mac Depugh says:

    Very nice article.

  3. david says:

    can you tell us some of the items on your receipt, types of items.

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