We're suckers in the supermarket, a new survey says.

Though more of us are shopping with lists in hand, 90 percent still give in to impulse buys, about half of which are decided in the aisles, according to a survey of 1,000 people by Miller Zell, an Atlanta retail consulting firm (which advises supermarkets on how to construct aisles so that we give in to impulse buys).

Surprisingly (or not), it's the Generation Y-ers who are increasingly shopping with lists -- and yet are more likely to grab the chips and salsa from the endcap, the survey says.

As a list shopper myself with an interest in this new frugality movement, I'm finding increased satisfaction in passing up encaps without nary a glance. That stuff usually doesn't catch my eye, anyway (though I do profess to a weakness for the dark chocolate covered almonds with sea salt and turbinado sugar from Trader Joe's, but who wouldn't).

How're you holding up?