The grocery cards certainly make you feel like you are saving money and the free turkey thing that they do is also nice. But, I think its just a way for them to track your purchaches and keep an eye on the consumer. They could just offer you the low prices regardless if you have the card or not. Krogers, where I do some of my shopping will have the price of Coke at $4.99 but only $3.99 if you have your card. They make you think you are saving money. Then the next week the regular price of coke is $3.99 and $2.99 with your card. They are just playing a big game with you!