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FALMOUTH, Maine (NECN) -- It's a familiar line to anyone who shops at Shaw's for groceries -- "Do you have your rewards card?" In order to get sale prices, you needed the card -- but not anymore.

On Friday, customers were asked to hand in their cards as the store rolled out a new strategy that ends deep discounts on certain items but lowers prices across the board. The price cuts come just weeks before the new market basket, a store known for low prices, opens in Biddeford.

"It's a competitive market," said Shaw's District Manager David Singleton. "We're in a competitive area in New England and we want to provide the best opportunities for our customers."

Customer Joanne Coleman of North Yarmouth said, "I should notice it because I budget and I know how much I spend each week, that's how I'll notice it."

Last week, Hannaford announced its own price cuts,
lowering prices on thousands of items and telling customers
how long products will stay on sale.

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