IDK, my anecdote: I'm a well paid software dev and I noticed I pay a lot more recently but I prefer going to fancier places with high quality vegetables (usuall

IDK, my anecdote: I'm a well paid software dev and I noticed I pay a lot more recently but I prefer going to fancier places with high quality vegetables (usually Sobeys)...but I also rarely discount hunt. I went grocery shopping with my mom recently and she got angry multiple times because I wasn't seeking out the cheaper stuff. Later my mom said her and my sister (who has kids) have both been going to No Frills more often and have been avoiding more expensive items. She listed off 5 vegetables/fruit she doesn't buy anymore. So when you have to stretch each dollar you definitely pay attention to details like that. Markets always adapt when prices hike... some people are just slower to notice.