The law of unintended consequences

British grocery has put a great deal of effort into developing online shopping with efficient sites and timed deliveries. –  they have it down to a fine and by and large profitable art.

But in what must surely count as a clear example of the law of unintended consequences shoppers are now using on line grocery shopping as way of managing there spending to lower budgets.

Its much easier to swap items in an on line basket or to put some back to ensure the total spend stays within the weeks budget. All that and sometimes the delivery is free too!