 Dig a little deeper, though, and the picture looks even brighter. Marketplace's Sabree Beneshour has that story. It was the price of soy milk that did it for Ben Lee. I've been collecting receipts from all these different grocery stores. Lee is 34, lives in Brooklyn, and this year he decided to go hard on comparison shopping. At like Target, like a bottle of soy milk could be like $4.99 now. But at the local Fresh Associated, you know, it's $6.50.