Some mornings are so perfect. You glance through the paper, and you see it: The phrase, the headline, the sentence that puts the day into perspective. Today it jumped. Right in the middle of  a grocery ad–there it was: “Cheap Is Chic”.

It’s been so long since we had grocery wars. Now every brand is tripping over itself to talk about lowered prices, special promotions, and member benefits. My key chain is not this big. Everyone wants me to sign up so I can get the best price. Today Harris Teeter took the strategy up a notch and started a new level of higher order promotions, the e-VIC program which promises to make shopping easier with personalized emails that notify you not only store specials but help you with your shopping list.

I used to be really paranoid about all these frequent shopper cards, but hey, I figure somebody knows everything about me already so I might as well take advantage of an opportunity to save a few bucks. Anyway when was the last time you paid for something and someone didn’t tell you that today you saved “X amount”. Just heard it at Starbucks. That seemed a little bit of a stretch–think the person bought a gift card and came in with her own ginormous branded cup and ordered her usual oversize drink, and they told her she saved S3.59. Hmm. Starbucks!

Seems every grocer wants to give you $5 off $25–that’s almost become a basic standard. Whole Foods which used to be thought of as Whole Paycheck is working hard at increasing its private 365 label and having weekly specials that really are starting to look affordable. What is this world coming to? Commonsense?  What about a local chain telling us it’s okay to save money–”Cheap is Chic.”

That phrase works as long as quality matches price and product. Having just returned from the big box genius, Costco, I noticed their acquiescence to the reality of the times is that they had  fewer  hardbacks but  increased their paperback selections. That’s smart. Everybody is looking for a break. They also automatically took off savings coupons before you showed them the little clipped pieces of paper. Automatic savings. Interesting.

It’s as if everyone is shouting–join in. You can really save some money. Don’t be left out. Sounds like an infomercial, but it’s not.

What’s happening is real. Now we just have to find the money to save some money. Whatever changes we make, and whatever changes merchants make will help. It can’t hurt. What we’re doing now is all too painful.