What they are thinking of is a stall selling fruit and vegetables mostly, found in a street market. This produce CAN be expensive and superior, if found in a 'farmer's market' but is not necessarily so. People often sound rather apologetic when they say they shop at a supermarket, though of course everybody does. Brought up in the 1950s having to queue for bloody awful service at a sniffy grocer and very dodgy fruit at a greengrocer, I LOVE supermarkets. Everything there and cheap, what's not to like?
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