Shoppers at one major grocery store in North Texas can still save while leaving their coupons and reward cards at home.
Tom Thumb has marked down thousands of items as part of its "everyday low prices" program. Some items' prices have been marked down as much as 25 percent.
Shopper Kerry Hayes said she doesn't have time to cut coupons, so the program is just what she's looking for.
"I'm not going to shop less because these two eat tons of food, but I'm going to pick a store that I can get more for my money," she said.
The savings extend from products such as Special K cereal to turkey to cabbage.
"It is very easy to read, and yes, the yellow signs really get your attention," shopper Susan Rogers said.
"I would tell you it's as competitive as it's ever been," said Tom Schwilke, president of Tom Thumb's Texas division. "I've been in the industry for 27 years, and I'd say it's as competitive as it's ever been."
Safeway reported last week that while traffic has been positive, customers are buying fewer items than they did a year ago.