John Sumas is Co-President of Village Super Market, Inc., the parent company of Fairway Market. Village Super Market was founded in 1939 by John’s grandfather, Nick, and Nick’s brother, Perry. Today, Village remains a family-run business that operates supermarkets serving communities throughout New York and New Jersey.
West Side Rag received the following essay from Mr. Sumas on Wednesday afternoon, February 1.
By John Sumas
We appreciate the opportunity to respond to concerns raised by a Fairway shopper in his recent stories (December 4, 2022 and January 13, 2023) published in the West Side Rag.
The customer wrote about a visit to our store during the busy Thanksgiving week and expressed concerns about his shopping experience.
We want residents of the Upper West Side community to know that when a customer has a complaint, we always try to make things right. We always want to be a good neighbor.
The customer did receive a full refund for the one bag of unopened stuffing he brought back to the store – something that was not clear in his stories. A member of our Fairway team also reached out to the customer directly to discuss his experience and we were surprised by his characterization of that conversation. It is always our intention to do right by every customer, and we strongly refute the implication that we attempted to “pull a fast one,” as indicated in his story’s title. That is not who we are as a company.
Village Supermarkets, Inc. has served the grocery needs of communities in New York and New Jersey for nearly 90 years. Beginning as a family-owned business, we are now proudly fourth-generation grocers serving millions of customers each week. The trust our customers have in us has been hard earned and we work to keep that trust every day. Which is why when we disappoint, we will take the needed steps to make it right and get better at what we do.
We heard the customer in that good faith conversation in December and assured him that we would take steps to improve how we handle customer complaints and make sure all our shoppers feel heard. We are committed to this.
As a result of that conversation, we worked with our store team to address and communicate our refund policy in order to improve our customer experience.
But we know there is always more work to be done. That’s why we hope our customers can resolve their concerns by contacting us directly so we can address issues right away. Our fantastic store manager, Dehliah, or another member of our team, is always available at the store to assist. Customers are also encouraged to provide feedback 24 hours a day, seven days a week by visiting us online at https://www.tellwakefernbrands.com/?Brand=FAIR, where they can also request to get in touch with a team member.
We provide a variety of products, including fresh produce, prepared meals and specialty foods that customers want. As part of the effort to source thousands of items for residents in the community, we are always evaluating price, value and the needs of our shoppers against the backdrop of the highest level of inflation in 40 years and ongoing supply chain challenges.
We hope to regain your trust as your neighborhood grocer and a committed member of the Upper West Side community. We know we are newcomers to a New York City neighborhood that is both rich in tradition and yet always forward-looking.
That’s why we are reviewing our store policies and procedures, improving in-store promotional signage, expanding our variety of both everyday staples and specialty foods, and exploring new ways we can help fight hunger in New York City through our continuing work with organizations such as City Harvest.
We look forward to serving you for many years to come and want you to know that we are listening.
Customer relations, indeed most interactions with employees of Fairway UWS, are adversarial at best. There is apparently no training or understanding of what a customer is. It is the corporate culture, and while I understand it, I don’t have to accept it.
The COMPLETE opposite of the way customers are treated at Trader Joes. Mr. Sumas – take a page from their book. Get out from behind your desk and GO EXPERIENCE IT YOURSELF and make the comparison.
Just because there is limited competition in the area does not mean that Fairway cannot lead the way in customer service (and cleanliness…another issue, BTW).
Fairway employees and Fairway customer service NEVER DISAPPOINT! They go above and beyond to help and make things right,
For ex, the other day I asked a young man where something was located, and he took me to the product (didn’t just describe its location).
I am a long time Fairway shopper, and have ONLY ALWAYS been treated with respect and with a smile.
I think Fairway, like life, treats you the way you treat it…
That young man is Jerome. He’s fabulous, and the only Fairway employee who does that.
Eric, That has not been my experience. Every time I asked an employee shelving items about where I could find something, he/she did not merely point or tell me, but actually stopped what they were doing and led me there.
Perhaps the customer relations are adversarial because of the customers. Every time I have interacted with a Fairway employee, they are helpful and patient. However, interactions with fellow customers leave much to be desired. The customer is always right is an outdated adage that many seem to believe means that they can treat people in customer service roles as less than, and then complain when their disrespect is mirrored back to them.
I avoid shopping at Fairway because of surly checkout employees (not all but most). I’m tired of being ignored when I ask a question of an employee. The aisles are very narrow and inevitably shelves are being stocked with large carts blocking access. I will admit that the store has been cleaned up and changed since joining forces with Shoprite. That said, I cannot wait for Morton Williams to open!
Careful what you wish for. Google and take a look at the corporation behind Fairway and Morton Williams.
Quite honestly, I don’t care about the corporation, I care about how I’m treated in a store – any store. I’ve been to several Morton Williams and find them clean, well stocked, wide aisles and mostly nice helpful employees.
Agree – I understand narrow aisles & busy shelf stockers – but the check out people are horrible to deal with. I understand they are trying to push as many people thru as fast as possible – but they are aggressive and not friendly.
Agreed with Be Better. The customers at Fairway aren’t always the easiest to deal with.
I appreciate the owners responding in public.
I don’t often go to the customer service desk at Fairway, but when I have done so, I have usually had to wait several minutes while the desk is unstaffed and employees who notice me standing there do and say nothing.
No, I don’t think the parent company of Fairway (Wakefern) is actively seeking to engage in fraud.
However Wakefern employs an incompetent general manager for “Fairway” at Broadway and West 74th, AND Wakefern clearly doesn’t know how to run a serious NYC supermarket. No, though better than “Fairway”, Gourmet Garage, which Wakefern also owns, isn’t run well.
Pioneer, Morton Williams, and West Side Market all put “Fairway” West 74th to shame.
Fairway – Your prices are absolutely outrageous !!! Your prices for everything are much higher than most other grocery stores, even Whole Foods!!! You are taking advantage of inflation and you know it
There’s no such thing as “taking advantage of inflation”. Prices are ultimately determined by supply and demand and competition, not “taking artificial inflation”.
There are plenty of supermarkets within walking distance of Fairway. If you think Fairway’s prices are too high then shop elsewhere.
I don’t think that’s right. “Taking advantage of inflation” means raising prices above what would be appropriate given inflationary pressures, but explaining it away as due solely to inflation. OPEC demonstrates this price goiyging daily.
And that is exactly what is happening. I have been shopping at Fairway since 1989 when we moved to the UWS. It was our go to grocery store. We now shop more now at TJ and Whole Foods. So yes we are voting with our feet.
Taking advantage of inflation AND the more recent influx of higher-income apartment dwellers in the West 70s. I price compare a lot, and Fairway’s gouging is totally true. While also overpriced in general, often the produce at Citarella’s is less (and cleaner).
And this Fairway doesn’t hold a candle to Citarella!! I too often find items cheaper at Citarella’s and Zabar’s and even Whole Foods!! How can that be? Fairway offers real mediocrity at very high prices. It once had a fabulous prepared food section-NOT anymore. The breads and desserts they order are from the cheapest mass produced places-they could be in the cheapest supermarket or even drug store. Full of preservatives. And then to find a few items you do like and buy 25% higher than a Whole Foods. I’m sorry but these folks don’t know how to stock, price or produce a market in New York City. They don’t understand that. So sad as this was once a fantastic market.
Definitely more expensive than Whole Foods for the same commercial items. Choice is often limited as well.
Prepared food have become less appealing & more expensive.
They package items it larger amounts in a neighborhood full of 2-person households- for example 3 pounds of grapes and 5 pounds of russet potatoes. This really makes it difficult for the many smaller household, which we have here on the upper West side. I’m
Wakefern isn’t competent enough to realize it’s driving customers away with these out of order price increases.
Albeit, Romaine lettuce is usually cheaper there, now, than elsewhere.
I shopped there 3-5 times a week for more than 20 years, now it’s once a month, perhaps twice, and it’s almost always for things that I know Fairway has that other area supermarkets don’t, or carry, but are much pricier. Ben and Jerry’s would be an example of the latter.
Fairway sells Alden organic ice cream. Two years or so ago it was around $7 for 2 liters. Good price. Now, its is $13. Same product, same package at Whole Foods is $8.
This ‘fun fact’ is also evidence. Why the disparity?
Like many others, i began shopping at Fairway in 1978, 2 or 3 times per week. Now, 2 or 3 times a month.
Notice I specified a brand of ice cream that “Fairway” is generally cheaper for than elsewhere [in the West 70s/80s implied].
I don’t for a second dispute there may be ice creams that “Fairway” sells that are more costly at “Fairway” than elsewhere.
Fairway used to be my favorite grocery store by far for ages. Even after TJ came to w71 st.
Now – I have been there maybe 3 times in the past year. It became very sad. Dirty, prices are high, selection is way worse l, and yes, customer service is ridiculous.
The response given by the supermarket is inadequate. It did not address the concerns of the customer, . If a customer brings back opened merchant you still should offer a refund to maintain good customer relation.
Grocery stores have famously low margins. Why should they refund opened food? It’s a total loss.
Trader Joe’s and Whole Foods both offer refunds even for open items. Trader Joe’s asks for no explanation, whole Foods sometimes asks.
Margins are small in the industry but losing customers and a bad reputation costs more in the long run.
There is no reason (besides greed) that a jar of Hellman’s mayo should cost $11! I mainly shop at Trader Joe’s, Pioneer (sale items), and Whole Foods these days.
Hellman’s is on sale at Keyfood for $4.99
Hellman’s mayo is $13 at West Side 98th st.
“Greed” determines neither the “cost,” nor – more relevantly – the “price” of something. Oil, eggs and plastic determine the former, supply and demand – the latter. Fairway couldn’t care less if you and I eat enough mayo, or where we shop, as long as they successfully move all of their $11 jars of it.
What is not being addressed is the fact that Fairway, and plenty other stores on the UWS and throughout NYC are jacking up prices on items that consumers *think* they know the price of (e.g., mayo) and that they need on a regular basis or for a special occasion (e.g., mayo, stuffing mix), or might want as an indulgence (e.g., the four cookies I bought in an untagged container for $12 at a neighborhood market that was not Fairway). Unfortunately, these establishments often don’t put a price on the product or they make it confusing to find the price. Sometimes, you can buy something one week only to find it is 50% more expensive — way more than the oil, eggs, and plastic argument can support — the following week, typically without any way of knowing this has happened.
A perfect market requires perfect information, both in the economic sense and in the practical sense. I, for one, don’t think a lot of our local markets provide good information about what things cost, and I truly believe that many of them try to squeeze a little extra profit out of us by purposefully tricking us and then relying on the fact that we are too busy or too conflict-averse to do anything about it.
By law supermarkets must post prices. Period. They can be higher than you think something is worth but at least you are informed. The only reason not to comply is to change prices rapidly or get away with exorbitant prices hoping that people won’t bother to put the item back.
Report the places that don’t abide by the law to the department of consumer affairs
The store isn’t what it used to be. The prices are higher the selection not as good in produce and meats as it used to be. It is beginning to feel less like Fairway and more like some suburban Shop Rite. I find it very disappointing. And then there is all the self check out. Did you fire cashiers to lower costs by installing all those self checkouts? I make it a point not to use them.
I’d like the cashiers back. And yes, your prices are way too high, I only rarely go to Fairway anymore. I’ll go to TJ’s, Pioneer, and Whole Foods… I did call the “bakery” dept about a very large order I wanted to place, but was put on hold for 15 minutes. Eventually hung up and ordered elsewhere.
Trader Joe’s is a dream… Fairway… well, not so much (I was so tempted to write “nightmare”!)
I’ll just say this one thing: in politics, people really prefer when a candidate for office ASKS YOU for your vote; because a vote has value!
The same thing is true for money, which OBVIOUSLY has value… because it’s MONEY!
But for you, no. We now have the added burden of having to feed a computer with data to pay for food… so I now come by less & less often to your once-fine business.
Well no; You see, I’m not in the business of being a cashier or a data processing operator just so you can save a couple bucks by not employing a sufficient number of cashiers… so I’ll wait online for one of the few cashiers still left, & long periods of time to buy a cucumber, one of the small number of items I still go to Fairway for.
Or went to, because I’ve recently switched to TJ’s for cucumbers as well, even though they cost more at TJ’s, because then I’ll get a cashier who will ask me about my visit, and did I find everything I was looking for?
Fairway is completely blind to the value that customer-facing employees add to the shopping experience, and who personalize (or not), the business that they represent.
There is a guy at Fairway who stands just past where the oils and vinegars are. He ‘s very friendly and asks “is there anything I can help you find?” Only problem is that while I see him often, I can’t seem to find him when I need to find something.- But he is there often.
I think you’re talking about Jerome. Right where you say, and super nice and super helpful. You probably can’t find him when you need him because he’s running around helping 10 other people. He’s the best thing in Fairway. He spent 10 minutes trying to find egg roll wrappers for me. They had them, but not out; somewhere “in the back.”
I miss David Sneddon, the original owner and Howie and his family. In the old days, Fairway was a gourmet store with great prices. Now, I buy all my fish and meat in Citarella because the Fairway quality just isn’t the same. Really too bad.
You may not be intentionally trying to rip customers off, but based on all the complaints I see here about inaccurate price scanning you’re not doing enough.
The prices of items in Fairway are astonishing. Lately I have been digging through the packages of chicken, looking for the least expensive. I’m not the only one who does this. I’ve noticed Fairway now sells chicken bones – the ribcage of the breast that has been cut away for a filet. There is a small amount of meat attached to the bones. I’ve witnessed older women purchasing these bones, which are the cheapest thing to buy. It’s really, really sad how they are price gouging.
Chicken “Backs & Necks” for soup at about $.99 per pound — I’ve bought them from Fairway for decades to make chicken stock. And schmaltz & gribenes, my secret treat.
Not so. Many people buy these and other such “waste” chicken parts to make chicken soup. At Jubilee, which is closer to us, they store these parts in a freezer case from which they rapidly sell out.
No longer a fan of Fairway, but to be fair they sold chicken bones for soup for years. They were cheap and good for chicken stock.
I barely patronize them now so I don’t know the price for these bones.
The fruit stands at 78 and Broadway and 81st and Broadway have much of the same produce at a fraction of the price, and often fresher. Give them a try.
And 68th and Columbus. He consistently has the best and freshest broccoli I’ve found anywhere.
we have owned an apt. at W 73 st since the early 90’s and come to the city often from Honolulu. We shop at Fairway less and less, sadly, because of all the reasons posted here. Fairway is not like TJ in many ways. The self checkout does’t bother us at all when one gets used to it. But the Fairway employees stocking the shelves like they are moving thru mud. I once witnessed the restocking of the ice cream cooler where a palette of melting ice cream was left WAY TOO LONG on the palette . Maybe the employee was thinking that he was unloading canned goods? Yes the store is dirty and the employees are slow and not friendly. There is a sense of malaise there for sure. I would also go down to whole foods or up to the West Side Market. I like the one up towards Harlem.
“The employees are slow and unfriendly” …..sums it up! ..Oh and rude !
The 74th Street of the of the store is deplorable. The awning is falling down, being propped up with wood, paint is peeling with mismatched colors. The area also has stored garbage and crushed soda and drink cans. Not a good neighbor.
Gourmet Garage needs a major review. Quality and quantity has taken a major hit with these new owners. They have minimal seafood, poultry and meat selection..
Agree! And their prices have actually made me laugh out loud a few times. But the staff at the check out are usually helpful. Or they were, since I can’t remember the last time I was in that store because of the prices. It’s at least since before the holidays, and I live a block away from there.
Trader Joe’s customer service is the best. I have never had a complaint at Pioneer or Whole Food so don’t know how they handle issues but their quality and prices would indicate the same concern in communication with their public. Fairway is a memory.
Fairway is actually the UNFairway! Aside from non existent customer service, the false advertising of “sale” items is a constant theme. The advertised “Sale” price is never reflected at checkout! And now the checkout is a machine upstairs. And don’t start me on how poorly they treat employees. No redeeming features here, haven’t been for years. TJ is the polar opposite and the only place I happily give my money to. They should be the standard of what standards are. I didn’t appreciate being robbed every visit to Fairway. Talk with your feet and move on because Fairway won’t all of a sudden do the right thing.
I’m the author of the WSR essays on Fairway that the representative of Village Super Market is referring to, the parent company of Fairway. Actually, they’re less the parent of Fairway than the absentee grand uncle. Village Super Market owns Shoprite and Gourmet Garage, large chains compared to our few Fairways. And Village S.M. is part of Wakefern, a massive company that operates 362 supermarkets in nine states across the Northeast.
My essays (see links above) aren’t concerned with refunds. And the company rep. who contacted me was supposed to call back after the busy holidays but didn’t. Mr. Sumas’ email address is Wakefern, not Fairway. Used up my 100 allowable words.
Sumas/Village Supermarkets only owns some Shoprite locations. Other owners own other Shoprites, and together they comprise the cooperative Wakefern, through which they share joint purchasing, distribution, warehouses and marketing & advertising. Wakefern owns the “Shoprite” name and brand, and if Village Supermarkets ever decided to separate from the cooperative they’d have to rename their Shoprite stores, but the Sumas family would still own those particular locations.
See links above if you want to read my essays to which Mr. Sumas is responding.
Judging by the comments already posted, he has persuaded few that Fairway remains the excellent s.m. it had been decades earlier.
I shopped at Fairway since the early 80’s, told everyone we had the best grocery store in NYC. Not anymore. Once Fairway was no longer run by the original owners everything changed…for the worse. Every time I went in the prices had gone up and whatever I was looking for had been moved. Every single week each of these happened with something I was looking for. The last time I was in I asked 3 people working there where something I was looking for was. I got 3 different answers that were all wrong. Oh, I got an additional answer that was “the person who would know that is out today”! I’ve been going to TJ’s(and occasionally Pioneer) for a few years now and only go to Fairway when I have to. That said I do like the self checkout but that’s not enough to make me go back. Really disappointing and frustrating.
I sense that many people’s complaints about Fairway are an outlet of rage for generalized inflation hitting groceries.
Personally I am happy with fairway’s new ownership. The place is more orderly. I miss a few items but overall I still love it
Correct me if I’m wrong, but I thought fairway is no longer a family business. Wasn’t it bought by a Korean company? I’ve been in NY since 1979, but I no longer shop at fairway due mainly to the decline in quality.
Fairway Market remains a familed owned company. It was bought by Village Supermarkets \.
On a half dozen occasions when checking out at the Fairway on Broadway and 74th Street, I’ve noticed that the scanner charged a higher price than the price listed on the store floor. It has never, in my experience, charged a lower price.
Mr. Sumas, you ignored the central issue. During the holiday crush your store had POS display selling unpriced bags of stale bread which scanned for $20 at the register. You treated your customers like suckers. That’s who you are.
I remember the good old days, when there was only one Fairway, the food was great and the prices were reasonable. Then the corporate bigwigs took over, opened more stores, reduced the quality on some items and raised the prices through the roof. I can’t shop there anymore. It’s a supermarket for rich people. Thank God for Trader Joe’s.
Fairway is a wonderful store. Customers are often rude and belligerent. Have never had a bad experience shopping there. Wide range if products, very fresh. And I mean really fresh unlike the produce at Trader Joe et al.
For fresh produce, go to Citarella. (and clean…)
Once a hallmark of the store, Fairway’s cheese selection was decimated years ago. It’s a ghost of what it once was.
I prefer the self-checkout. There’s never a wait and I can take my time and pack my stuff as I wish. It’s one of the reasons I prefer to shop at Fairway and Whole Foods instead of TJ’s, although it probably won’t be long before they have it also.
I guess I’m an anomaly, but I still LOVE Fairway. Sure, it’s changed over the years, but they still produce wonderful food for their hot bar & deli. AND, I like getting Name Brand products, not generic-type stuff you get at TJ. Their rotisserie chicken is still the best I’ve ever had, and their prices for milk & ice cream products are still lower than other stores, like Gristede’s or WSM. I do miss those loyalty e-coupons they used to give out, like 10% off purchases over $50. The customer service has always been great for me, & when I’ve had to return something they cheerfully replaced it or refunded me. I even like how busy it is! It’s a NYC institution.
Today I was at Fairway and watched an employee at the bakery section opening a box of cupcakes, reaching in and taking a piece of frosting with his FINGER on one of them and eating it. He then closed the container and put it on the shelf for sale. This is so disgusting and beyond the pale. Will NEVER trust them again. I don’t even know how to report it, not knowing the employees name. Nor do I think they even care. They just don’t CARE. It used to be such a wonderful store. Shame.
Is their cafe upstairs still open or have they closed it ? Thank you.
The cafe is still closed and has been for years.
It seems it will remain that way. The cafe was a foodie’s delight and showcased preparation of Fairway’s reliably high quality meats and seafood, unusual vegetables, etc. Since those departments are decimated there is nothing for the cafe to showcase.
Fairway prices are outrageous and have been since wakefern took over. I live nearby and used to shop Fairway daily. I buy almost nothing there now. WF and TJ are much, much cheaper for almost every single item. So, no, you are not listening.
I beg to differ with John Sumas that the customer didn’t make it clear they got a refund on one of the packages. I clearly understood that from the story. But the point is that the product was mismarked to start with, a far too frequent occurance at Fairway that leaves it up to the customer to tackle in getting the price corrected and right the wrong, when we’re often in a rush. I also disagree with comments that the store isn’t taking advantage of inflation. Of course they are. When you can get the same item somewhere else for $5 less, that’s not just a price covering their rent; that’s jacking the price up. You have to know your prices to shop there, and I’ve gone from Fairway being my 50% source on shopping to it being a few items here and there because of the pricing and their carrying fewer products.
Fairway has seen the last of me. I bought a pack of chicken wings, opened them to prepare to cook. They were disgusting. So I had to repackage them and take them back. Totally unnecessary as the weather is cold. I did get a refund, however, it is not really Fairway any more. I feel they will be closing soon as there are newer and better grocery stores in the area shop in.
Remember the good old days when you measured an apartment’s attractiveness by its distance from Fairway?
I, too, am so thankful for Trader Joe’s, the local fruit vendors, and Pioneer. Fairway’s prices are too high, many of the staff are indeed surly. The staff moving the products around the floor never say “excuse me” or make way for the customer. I’m also concerned about the professional shoppers with their wagons–one almost knocked me off my feet once; he seemed unconcerned and moved on.
Compare the prices to Amazon…. Fairways is way too expensive!
TG for on-line shopping.
I’ve given up on Fairway a long time ago. Been getting my fruits and veg at fruit stands, particularly the one on 68th and Columbus. Prices are way way better and they’re so friendly too.
used to love and live at Fairway , since the previous kosher org was sent out the whole kosher dept
is not appetizing so sad lost its quality, lost its family community atmostphere, lost its cleanliness,lost its essence
we miss our old Fairway
“not who we are as a company” – right. Yes, Fairway, please tell us who you are. In the past year alone, they have stopped selling at least 11 of my favorite brands/items (with no substitute), and have replaced many bakery items with stale plastic-covered crap. Produce prices used to be reasonable before the corporate takeover. No longer. And the $10 sandwiches now have 2 slices of meat in them when there used to be 4 or 5 at $6.99. I hate that place .I go in hungry and come out hangry b/c they no longer sell anything I want to eat.
I MISS WEST SIDE MARKET! Please come back to the 70s, WSM!!
Um, the first corporate take over occurred in 2007, and produce prices did NOT increase a great deal.
Then that corporate version went bankrupt, and there was another corporate take over, and the produce prices did NOT increase. (The price for crappy Fairway bagels did.)
That hedge fund controlled Fairway (#3) went bankrupt in early 2020, and Wakefern (ShopRite) took over. Since then prices relative to other area markets and supermarkets have increased, while selection has gone down. Then there was the disastrous implementation/installation of self check out registers, which Wakefern/Fairway took more than to 2 years to sort of fix.
Facts on the ground are: It ain’t the same Fairway it was for decades since it was sold to the present owners.
Wow. I bet Mr. Sumas is sorry he ever wrote that essay. He is getting a lot of very negative feedback. Someone who has never gone into Fairway and who reads the comments will now have a negative opinion of the place. I do not know if Fairway has deteriorated or not. There used to be a Bally Fitness Club above Fairway, which I was belonged to. I would look inside and see the claustrophobic layout and the clientele and decide not go in. Trade Joes layout is even worse.
Fairway’s quality has fallen off the cliff since the Village Supermarket takeover. Full stop. The employees are doing their best and are absolute saviors but the ownership needs to get it together. The UWS deserves much better
As long as you are listening and reviewing your policies, I took a picture today of a shelf of olive oils. The ones with price tags below them were all around $12, and all but one had a tag. I know the brand, so knew to ask: $32.00 – as a very nice employee told me. It’s hard to believe that the single missing price tag was an accident. Anyone could easily have thought it was one of the $12 brands. Labeling everything clearly – even the pricey stuff, especially the pricey stuff – would be a good start. And also is the law, as I understand.
I agree. They are banking on people just scanning the item at checkout and not noticing. I would imagine this occurs very often and, obviously not just for this one item.