Online price comparison site Pricerunner has taken the next step and compared prices offline as well - and it's not good news for the buyer, who is paying an average of 31.79% higher than the online cost when the go into a shop.
The company did a mystery shopping exercise in several cities in the UK. It appears Manchester is where you'll find the highest differential, where a basket of 10 items cost £562 more then the online cost of £1785.11.