When winter weather approaches, the simple act of stocking up on milk and bread transforms into a fascinating case study of consumer behavior and economics, as explained by N.C. State University professor Robert Handfield. The article explores how the ritual of quickly grabbing these staples—despite more practical alternatives like non-perishables—is driven by a mix of habit, perceived scarcity, and a touch of competitive spirit, reminiscent of the panic buying seen during the early days of the COVID pandemic. With roots tracing back to a severe 1978 New England snowstorm, this behavior endures, manifesting itself each time a forecast predicts potential disruptions, even as grocery stores continue to restock and deliver essential items like peanut butter, canned soup, frozen pizza, and beer.

Key Points:

• Habit and Tradition: Milk and bread stockpiling has been a long-standing tradition, passed down through generations.
• Perceived Scarcity: Consumers act out of fear that essential items will run out, even if it's unlikely due to efficient delivery systems.
• Historical Roots: The practice dates back to the 1978 New England snowstorm, when being confined to home necessitated a stockpile of essentials.
• Behavioral Economics: The rush mirrors other instances of panic buying, similar to the toilet paper frenzy during the COVID pandemic.
• Modern Alternatives: Experts suggest buying non-perishable items might be a smarter choice during extended power outages.
• Current Trends: Popular cold-weather items include peanut butter, canned soup, frozen pizza, and beer, which also see a surge in sales during winter storms.

Why did the milk and bread start a band during the snowstorm? Because they knew they always had a great "roll" in times like these!
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