General Merchandise

General Merchandise Offerings

Having an extensive offering of general merchandise not only helps make the store an easy and convenient option for consumers, it also helps add profitability to an otherwise slim-margin grocery store. With more than 9,400 items carried, AWG helps retailers solve consumer needs in a variety of different categories. Additionally, seasonal items are available to help retailers win during major holidays. 


Here are just a few of the categories available:

  • Automotive
  • Batteries & Flashlights
  • Candles & Party Supplies
  • Hardware & Tools
  • Household Supplies
  • Kitchen Utensils
  • Lightbulbs & Electrical
  • Stationery & School Supplies
  • Seasonal items
  • and More! 

AWG Brands

AWG’s Best Choice® brand offers an extensive selection of general merchandise items to help consumers looking for quality and value. Sourcing and product development teammates are always looking for new items to add to the assortment, as these items enhance margin blend across the store. Best Choice® general merchandise items are included in promotional and merchandising activity as well.

Category/Shelf Management and Pricing

General merchandise is a key element to help grocery retailers balance their margins and offer customer convenience. The general merchandise assortment changes often as category managers are taking advantage of trends and seasonality. While assessing new items and reviewing the current assortment, competitive pricing and relevant promotions are always at the forefront. Sales specialists and representatives review items with retailers based on their needs and the retailer support team ensures products get to their destination in a timely manner. 


AWG offers a variety of pricing and promotion activities for general merchandise. These options help retailers optimize sales and build margin. These programs also encourage basket building. AWG collaborates daily with vendor partners to provide the best possible pricing for all general merchandise but these activities further enhance the price perception.


AWG hosts two trade shows per year, bringing retailers to Kansas City to view new items, gain merchandising ideas, view new planograms, and purchase show items at savings of 10-40%. Show highlights include the WOW! Deals with AWG providing incremental investment to increase the deal discounts and the VMC Market which highlights new and emerging vendors. The shows are also a great way to establish and reinforce relationships with vendor partners, brokers and AWG teammates.


Items are given temporary price reductions in four-week cycles throughout each year. This opt-in program includes discounts that apply across all general merchandise categories as well as in health, beauty, and wellness categories and natural, organic, and specialty foods. Reductions are a minimum of 10% and help draw consumer attention to these departments.

Power Buys

Aggressive off-invoice allowances are offered monthly. Power Buy product must be pre-booked and include top brands in all key categories.

Clip Strips

Cross merchandising of general merchandise items throughout the store drives incremental and profitable sales.AWG offers a complete program to help retailers select optimal product and placement for these cross-merchandising tactics.

Web Blast

Monthly promotions on top brands, high velocity, and seasonally-relevant items. Aggressive deals make this one of the most lucrative vehicles for aggressive pricing. Quarterly Web Blasts focus on the upcoming season and include the newest vendor partners and trends.