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A (true) fish story

A store stocks a product you need, offers it more cheaply, and is convenient for you to get to. So that’s where you buy it, right? Not so fast...

There’s a vitamin store, part of a national chain, and it’s just around the corner. It’s convenient, has a good reputation, and sells the same top-of-the-line vitamins more cheaply than grocery stores or pharmacies.

Say you don’t really like sardines, so you take a fancy brand of fish oil to get your omega-3 fatty acids.

They stock the product at this very vitamin store, again more cheaply than the other purveyors. So that’s where you buy it, right? Well, as they say on TV…

But wait!

Just for the heck of it, you go online and check out the vitamin store’s website. And guess what? The company’s online price is $40.50, while the price at its brick-and-mortar outlet in your neighborhood is $49.

Yikes. The price at the store is about 21 percent more than the online price. And the web store even offers free shipping on orders over $25.

The downside? There isn’t one. Glad you checked? You bet.

Moral: If a retail store has an online presence, compare prices before you buy.


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