Take the new Kroger in Wilson, for example. From cereal to Sudafed, from faxes to flowers, chances are this store has it.
"It saves a lot of time with us busy and on the go a lot, being able to stop at one store. It's pretty nice. It's pretty nice," shopper Tim Mitchell says.
"If you've been in traffic, you want to come in and have a pleasant shopping experience," store manager Max Boyce says. "Get in, get what you need. You have that product for the customer so they can go about their business and get home to their family."
The store has organic foods, a full-time pharmacy and plenty of people trying it out.
In a first for Wilson, you can get your groceries and your gas at the same place. This is also Kroger's first combination of this type in North Carolina.
Kroger joins a growing list of superstores. Wal-Mart is one of the pioneers.
The supermarket is just one section of the Wilson Wal-Mart. You can see an optometrist and get your hair done without leaving the building.
"I love the price, and I like the convenience of having everything here. You know, clothes and anything that you want, right here, food and everything," shopper Lisa Nolette says.
It takes a little getting used to, but the big are getting bigger.
Drivers are especially excited about the new gas price competition in Wilson. Many callers to WRAL have said that Wilson drivers pay more at the pump than neighboring towns.